GERMANY: Kaufland starts online trial in Berlin | Progresiv
Kaufland started online delivery trials in Berlin as the company readies the launch of its online store in Germany in 2017. In order to compete with Amazon Fresh, Kaufland will bring all of its offer online, including fresh. 
Apart from Amazon, Rewe Group, Tengelmann and Metro Group have online stores serving Berlin, and increasingly growing their presence in other German cities.
Kaufland’s main mission is to lure bulk-buy shoppers away from Amazon. The estimated sector average for profitability is 70-100 euros basket value given the delivery costs. The challenge will be converting Kaufland’s existing shoppers to the online platform. Depending on the success of the German online operation, Kaufland considers investing in e-commerce in Poland in the next 2-3 years. (www.kantarretailiq.com)
