Retailing 4.0: The New Era of E-commerce in Fast Moving Consumer Goods
The arrival of the online channel has initiated a new cycle in competitiveness among retailers characterized by shoppers’ increasing nomadism around physical and digital touch points. The present work adopts a supply-side analytical approach to highlight drivers and perspectives of e-commerce develo...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Niccolò Cusano University-Rome
2018-12-01
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| Series: | Symphonya |
| Subjects: | |
| Online Access: | https://symphonya.unicusano.it/article/view/12897 |
| Summary: | The arrival of the online channel has initiated a new cycle in competitiveness among retailers characterized by shoppers’ increasing nomadism around physical and digital touch points. The present work adopts a supply-side analytical approach to highlight drivers and perspectives of e-commerce development within the grocery sector. Research results emphasize that: (i) online-native retailers hold a well-established position of leadership worldwide and thus fundamentally influence e-grocery dynamics as a whole; (ii) the e-commerce channel is characterized by profit margins that are significantly lower than store-based channel ones. This represents the main limitation to online grocery sales growth, above all for offline-native retailers who maintain core business in their bricks & mortar stores. |
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| ISSN: | 1593-0300 1593-0319 |