Amazon is currently working hard to compete with traditional supermarkets and drugstores. With Amazon Fresh and Amazon Pantry, the mail-order giant is attempting to enter the fast-moving consumer goods (FMCG) business - everyday consumer goods such as food and hygiene products. Although consumers can now also shop online at Rewe and Edeka, the online market potential in Germany has hardly been tapped into so far. According to a survey by Kantar Worldpanel, eCommerce accounts for 1.7 per cent of FMCG sales in Germany. The situation is similar in the other countries analysed. The leader here is South Korea with 19.7 per cent.
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