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Luise Hübbe

Chief Digital Officer, EMEA

Geometry Global


There is dynamism in the fast moving consumer goods sector, and in food retailing in particular. It clearly signals that the German consumer is ready to take the next step – shopping for these categories online. They have already become accustomed to searching and shopping online for products in other categories without a problem. Secure ordering, fast shipping and easy exchanges mean people’s willingness to shop online is growing. Brands need to move now, with the right e-commerce strategy, to avoid being left behind.

Brands must think about product presentation, search optimization, the availability of goods, and generating smart recommendations. But these are only a few of the areas in which brands should work to excel. Consumers have increased expectations of service and convenience that must be matched. After all, if they cannnot find what they are looking for within a second or two, they simply go to the competition.

German brands have so far been very relaxed about digital change and its many facets, but we are at a turning point now for e-commerce. Now is the time to create an online sales strategy for every brand. Getting to grips with the basics now will put brands in a strong position to stay ahead of the competition.