Although the food industry is still driven heavily by offline activities, the importance of online business is gaining in traction due to the attractive growth options it offers. Agile, online-savvy players are entering the market with customer-oriented business models and challenging the traditional brick-and-mortar top dogs. Amazon is also seeking to continue its growth in this area and is bringing with it the logistical prerequisites for success. Providers are recommended to develop suitable digitalisation and e-commerce strategies – only by doing so can they avoid losing market share in the context of the channel shift from offline to online.

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