UK and France are driving online FMCG purchasing
According to the study « The Digital Consumer’s Journey in Western Europe’s Grocery Market » released by Nielsen, the online grocery markets in the U.K. and France appear to be the most advanced in Western Europe.
The share of online grocery in total e-commerce sales is highest in the UK—at 4.4%, followed by France (3.9%) far ahead of Spain (0.6%), Italy (0.5%), and Germany (0.4%). This ranks France well above the European average share of online grocery in all FMCG sales (2.4%).
For more details, you can download the study.