Although the overall volume of the food industry is currently still strongly driven offline, the importance of online business is increasingly gaining relevance in view of attractive growth options. Agile, online-savvy players are entering the market with customer benefit-oriented business models and challenging the brick-and-mortar top dogs. Amazon also wants to grow further in this area and has the logistical prerequisites to be successful. It is advisable for suppliers to develop suitable digitalisation and e-commerce strategies. This is the only way to avoid a loss of market share in the context of the channel shift from offline to online.

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