Can the internet, in some cases, act as a defense against accuracy? It seems that the development of electronic supermarkets has a direct benefit for the Greek consumer, hence he begins to trust them more and use them for his purchases.
The Greek market may be small compared to other countries, but the growth is remarkable – as it is worldwide. As vima.gr reports, based on estimates from the Boston Consulting Group, the global online supermarket market will grow from $36 billion today to $100 billion by 2018.
According to a survey by the Consumer Retail Research Institute (IELKA), 17% of consumers have purchased at least one product online in the last year. And one in five Greek online shoppers, or approximately 3% of the total population, also buys food through online supermarkets.
Needs support
In more detail, according to a study examining the Greek e-supermarket market and a sample of 400 e-shoppers (buyers through online stores) from all over Greece, it appears that one in six Greek consumers in 2013 stated that they had purchased at least once a product that they had previously usually purchased from a supermarket. However, the percentage of online sales for supermarket items in Greece remains below 0.5%.
Market sources, speaking to "Vima", said that this percentage is still small, given that the chains will have to form a special organization to support e-commerce through the supermarket. That is, to proceed with an investment in a sector that will bring results at least in the medium term, if not in the long term. And especially in a period when the chains in the sector have limited or are limiting their overhead costs. This particular market is special, original and has its own characteristics that are not similar to any other. Therefore, their implementation is of a pilot nature.
The most purchased items
As the IELKA survey shows, "the products they prefer to buy through online supermarkets are mainly personal hygiene products, detergents, household cleaners, soft drinks, coffees, baby products, pet products, household items and secondary packaged foods. 54% of this audience state that they will increase their purchases via the Internet next year and 21% will increase them by more than 15%.".
Online shoppers from electronic supermarkets have the requirement - and that is why they choose this purchasing system - that the products they purchase have reduced prices, that their delivery be done quickly, at a specific time that they themselves desire, that their quality be guaranteed, that they have the ability to compare prices, as well as the multiplicity of payment methods, as is otherwise provided to them in a regular supermarket, but also the ability to return products.
Also, the store's website should be easy to use, provide immediate information and a selection of offers, and at the same time offer the possibility of receiving products from the store of the consumer's choice.
Source: iefimerida.gr
