Supermarket sites fail to Net online shoppers

Supermarkets in Europe do not see online shopping as a realistic threat and are taking a back seat approach in their adoption of internet strategies.

This was the conclusion of a recent report, Corporate Web Strategies, from research and technology organisation Pira International, which carried out a Europe-wide study.

According to the researchers, businesses that understand the mechanics of online shopping are thin on the ground. ?Sowing the seeds of future growth will require a radical change in a supermarket?s philosophy as product choice, order fulfilment and door-to-door distribution are all of equal importance to the success of an online shopping venture,? said the report.

The researchers found that supermarket Web sites are failing to fulfil their promise because of the absence of clearly defined business goals and lack of commitment from senior management.

Paul McGurran, editor of the report, said: ?In Europe, retailers still have much to learn before consumers in significant numbers turn to online shopping as a viable alternative to traditional methods. Companies selling products or services to the business community stand to benefit most from developments on the Web.?