Take a fresh look at your lifestyle.

Capacity overloaded: online shopping boom puts Edeka, Rewe, Amazon and Co. in need | message


Similar to the branches of the food retailers, their delivery services are also experiencing a strong increase in demand. After the stores were streamed, apparently many people came up with the idea of ​​simply doing the necessary purchases online. The result is a sharp increase in orders. What was previously only a niche offer suddenly became an extensively used service. Coping with the rush therefore poses new challenges for suppliers.

Customers may have to wait several weeks

Fast delivery times are currently out of the question for so-called e-food. A survey by the Business Insider website among the four major Amazon Fresh providers, Rewe Lieferservice, Edeka Bringmeister and Picnic show that the surge in orders has led to considerable delays and bottlenecks. The online offerings, which were only a small additional income of the food retailers before the Corona crisis, are now overloaded in their available capacities. The delivery dates are already partially booked out after only a few minutes. According to Rewe, it can therefore take one to two weeks for the ordered products to be delivered. But the competition is no better either. The internet platform “t3n” announced at the end of March 2020 that Amazon Fresh had no delivery date within the following four weeks. With smaller providers such as Bringmeister, there should also be no deliveries in the foreseeable future.

The typical products of the crisis are particularly in demand. The start-up Picnic explains that above all durable food and hygiene items are ordered. Their demand is currently about ten times higher than usual.

Where are the delivery services after the crisis?

In order to cope with the rush of customers, many online retailers want to expand their capacities. For example, Picnic has decided to expand. Since the outbreak of the corona pandemic, the company has reported more than twice as many new registrations. Around 80,000 prospective customers would be on a waiting list. In order to process the outstanding orders, employees are to be hired from now on and deliveries also take place on Sundays.

It is still uncertain whether the expansion of the business will be sustainable in the future. The current success of the delivery services is primarily given by the exceptional situation. If the contact restrictions cease to exist after the pandemic has passed, the buying behavior of the consumers could change again and move away from the online offers. In this case, an expansion of the companies would not be worthwhile in the long term. Although the unusually high demand could be met in the crisis, the capacities created would then remain unused and lead to a loss-making investment. In order for providers to be winners in the future, they must be able to retain new customers in the long term. The existing delivery difficulties should not be a good contribution to this

Editorial office

Image sources: Kite_rin /

Leave A Reply

Your email address will not be published.