In an increasingly connected world, there’s no denying the growing influence of e-commerce. While e-commerce is at different stages of maturity around the world, it’s beginning to gain momentum in Western Europe. Here, consumers are rapidly adapting their lives to keep pace with digital advances, which will likely lead to a wave of consolidation, polarization and even some saturation in the consumer packaged goods (CPG) space. That said, however, trends are accelerating and consumers are in control.

The speed of adoption and acceptance will vary across countries, but each is headed in the same direction. And as European consumers move forward on their e-commerce journeys, we see several key factors of adoption that each country will experience along the way.

It’s clear that improving technology is a key e-commerce growth driver, so as digital moves to the forefront, how is online changing Western Europe’s grocery landscape?