For a long time, FMCG (fast moving consumer goods), above all fresh produce, were considered generally unsuitable for web sales and distribution. Those days are over. According to a census by the Brandenburg Consumer Association, which makes no claim to comprehensiveness, almost 1,000 online shops are already active in the German market. Very few of them are full-range retailers like digital market leader Rewe, which are rooted in stationary retail and do not want to leave the field open for the new competitors, the online pure play retailers. As a rule, both pure play companies and multichannel providers primarily only supply large cities and metropolitan areas.
In view of the fierce competition on the German food retail market, the majority of these start-ups are likely to have a hard time in the long term. The pressure is too great, the margins are too low. But others will survive and remain on the market.