The Future of Fresh Food E-Commerce: Implications for Food Suppliers

Fresh food is an attractive sector for internet giants and fresh food suppliers due to its high purchasing frequency. The Covid-19 period sped up the transition toward online shopping for many goods, including increased consumer demand for fresh groceries. The increasing number of digital consumers, the shift from wet markets to online business models, and ongoing investment in storage and logistics are creating a paradigm shift in online fresh food sales.

“Over the next five years, we expect online fresh grocery sales will grow at a CAGR of 29%, totaling USD 298bn by 2025. This means that online fresh food sales will increase their share of total fresh food sales from 11% in 2020 to over 30% by 2025,” according to Michelle Huang, Analyst – Consumer Foods. This indicates enormous opportunities in China’s fresh food e-grocery. In this report, we analyze different types of fresh e-grocery business models, how they will evolve in the future, and the key implications for both e-commerce platforms and suppliers.