Pam Panorama Launches Online Shopping With Supermercato24

By Branislav Pekic
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Pam Panorama Launches Online Shopping With Supermercato24

Italian supermarket chain Pam Panorama has teamed up with e-commerce site Supermercato24 to offer grocery home delivery.

The new service is available to Pam Panorama customers in the cities of Milan, Bologna and Padua, who can receive their shopping directly at home, with same-day or even one-hour delivery, paying the same prices as in the physical store.

The partnership, which is already active, offers more than 5,600 products for delivery, including 400 fresh products, meats and cheeses, various local produce and a large selection of take-away products.

Customers can also choose from over 1,500 private label products, including more than 200 organic products ranging from fresh grocery to non-food, such as personal care and child care.

This is Pam Panorama's first move into e-commerce. Last year, the retailer reached an agreement with online giant Amazon to install Amazon Locker self-service kiosks in some of its supermarkets.


Pam Panorama operates over 180 stores under the Pam, Panorama and Pam Local banners, and is part of Italian retailer Gruppo Pam.

Online Retail

Italian start-up Supermercato24 is an online platform that allows users to choose from thousands of references from leading supermarkets including Iper La Grande, Eurospin, Conad, Coop, Esselunga and Carrefour.

Customers can order through the website or app, after which a personal shopper selects the goods at the chosen store, and delivers them to the desired address within the agreed time. Customers can then pay by credit card, Apple Pay, or cash on delivery.

Supermercato24 is already operating in 20 Italian provinces in the Lombardy, Veneto, Piedmont, Liguria, Emilia Romagna, Lazio and Sicily regions.


The digital channel is increasing in popularity in Italy, with 29% growth seen in online food sales in 2017 compared to the previous year, according to data from Nielsen.

The survey identified Supermercato24 as one of the top three leading players in this segment.

Esselunga was the online grocery pioneer in Italy, launching its home delivery service in 2001, followed by other retailers such as Carrefour and Coop. Elsewhere, Unes/U2 Supermercato has partnered with Amazon Prime Now, offering grocery delivery within two hours in Milan and surrounding areas.

In addition, there are now more than a dozen online grocery delivery services such as Cicalia and Eataly Today.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine

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