Compared to the turnover achieved in the consumer electronics business, buying food over the internet is less common. In the food sector, consumers mainly use the internet as a source of information. In 2013, food sales accounted for only 0.3 % of the total internet turnover which is equivalent to roughly £450 million.
These figures contrast with UK figures: in 2013, a turnover of £4.5 billion was achieved with food and beverage sales over the internet – almost 5 % of the total internet sales volume. Exports forecast that food sales in Germany will rise from today's 0.3 % to 10 % in 2020. This means that every tenth consumer will buy food exclusively over electronic systems. The share of cross channel purchases which cover customers buying food on internet as well as from non-electronic sources is estimated to rise from currently 6 % to 20 % in 2020. The market share of non-electronic channels is estimated to drop
to 70 %.
The most common business model for shopping fresh foods online are drive markets. Customers order their product selection online on the website of a grocer and personally pick up the prepared package in the branch store at their location.
The business model "online shopping with delivery service" modelled on the Amazon consumer electronics trade implements more thoroughly the convenience concept. However,
logistics requirements are higher since a consistent strategy for storage, dispatch and handling returns is needed.