Purchasing groceries on the internet or from online shops 2019-2023

In 2023, around 5.31 million people in Germany stated that the groceries for their households were purchased on the internet or in an online grocery shop. The Allensbach Market and Advertising Media Analysis (Allensbacher Markt- und Werbeträgeranalyse or AWA in German) determines attitudes, consumer habits and media usage of the population in Germany on a broad statistical basis.

Here to stay

The convenience of online shopping in general is indisputable. It is simply not possible to imagine the modern consumer experience without it. Online retail extends to almost all existing product categories, including food. Consumer preferences and habits vary. Some may still make weekly trips to the supermarket for their shopping, others order groceries from supermarkets (if the service is offered) and have them delivered. There are also delivery services such as Wolt, accessible via an app, which specialize completely in delivering food and groceries to customers. This bypasses the consumer picking out a particular food retail establishment and making purchases there.

Market leaders

A number of online grocery shops are especially successful in Germany. Kaufland or kaufland.de holds first place, with around 15.5 percent of visits as of 2023. The retailer is owned by the Schwarz Gruppe. Rewe or rewe.de, another popular supermarket chain, came in second. Multichannel online retailers may also offer grocery shopping, with the most famous example being Amazon, more spefically Amazon Fresh. It is also possible to search for and buy individual items from smaller shops represented on the platform.