With online grocery shopping on the rise, brands are not taking full advantage of the opportunities offered by e-commerce platforms, a new study by Gartner has found. This article first appeared in ESM Issue 1 2020.
The growing sophistication of e-commerce grocery platforms, as well as pure-play online retailers, offers opportunities for brands to gain cut-through with an increasing number of online shoppers, however, not all are taking advantage of this.
That’s according to a series of studies on the UK and German markets, which explored the level to which both food and non-food brands are building a presence online.
