The development of online food sales has so far been hampered by low profit margins, the fragility and weight of some products, as well as special storage conditions for chilled or frozen products. But as consumers have become accustomed to ordering almost everything online during the pandemic years, they are increasingly willing to buy products that way, especially as digital natives become a major consumer segment, according to an analysis by PwC’s Global Network strategy department.

Against this backdrop, around 90% of European retailers and retail professionals* surveyed in the report expect online food sales to be profitable by 2030.

Strategy& estimates also show that the share of online food sales will increase significantly by 2030: from 11% now to 26% in the UK, from 8% to 25% in the Netherlands, from 9% to 23% in France, from 4% up to 11% in Germany and from 3% to 10% in Turkey. In an even more distant perspective, by 2050, the market share of online shopping will increase to 35 and even 50% in the mentioned states.

Read more on the PwC Romania blog