Retailers at the World Retail Congress have been warned to either "transform themselves or perish", when it comes developing their online strategies.
Tony Stockil, CEO of Javelin Group, a leading European omni-channel consultancy firm, told congress attendees in Paris this week that around 10% of the UK's retail sales last year were carried online.
"In all markets there is rapid growth and that is creating significant opportunities for retailers."
Stockil said that it had become "critical" for retailers to have an online presence. He said that pressure from Amazon should encourage other retailers, regardless of category, to increase their online efforts.
"This is a monster and is threatening everybody's retail business, regardless of the category. The retailers most under threat from this are distributor retailers - big box retailers in key categories. AmazonFresh is being rolled out. They think they have the model right now."
In June, Amazon rolled out its grocery service in the US to a second city, Los Angeles, after it was launched in Seattle in 2007.
Amazon also has an online shop offering food and beverages in Germany, which it launched in 2010.
