E-commerce purchase rate of food or groceries in Europe 2006-2019, by country
the country’s two biggest supermarkets lead the online market in 2018. However, living in proximity to a physical store was a major determinant for customers in the Netherlands to not use online grocery shopping.
Over one-third of consumers from the Netherlands bought food or groceries online in 2019, a number higher than in Belgium, Germany, France, Italy and the United Kingdom. The Netherlands were followed by the UK, with a penetration rate of 32 percent, and Germany. Due to a break in the time series, however, the Netherlands lost around 11 percentage points between 2017 and 2018. That is not to say that Dutch consumers do not purchase their groceries through a web shop: