Autori
Grandi, Sebastiano
Fornari, Edoardo
Fornari, Daniele

Titolo
Retailing 4.0: the new era of e-commerce in fast moving consumer goods
Periodico
Symphonya
Anno: 2018 - Fascicolo: 2 - Pagina iniziale: 77 - Pagina finale: 90

The arrival of the online channel has initiated a new cycle in competitiveness among retailers characterized by shoppers’ increasing nomadism around physical and digital touch points. The present work adopts a supply-side analytical approach to highlight drivers and perspectives of e-commerce development within the grocery sector. Research results emphasize that: (i) online-native retailers hold a well-established position of leadership worldwide and thus fundamentally influence e-grocery dynamics as a whole; (ii) the e-commerce channel is characterized by profit margins that are significantly lower than store-based channel ones. This represents the main limitation to online grocery sales growth, above all for offline-native retailers who maintain core business in their bricks & mortar stores.



SICI: 1593-0300(2018)2<77:R4TNEO>2.0.ZU;2-Z

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