Sometimes change takes time – online grocery edition

Consumer behavior changes slowly. According to Svensk Dagligvaruhandel (reported by Breakit, in Swedish) online sales of groceries dropped 20 % last year in Sweden. That obviously seems like a people “changing back” behavior as the covid pandemic ended.

But as interesting is that only 4.5 % of total grocery sales in Sweden were online, especially as other sectors (media including streaming and games in particular) have gone online and/or digital to very high degrees. The quote about the unevenly, even after 20+ years of widely available Internet, distributed future seems very relevant.

Author: Henrik Torstensson

Partner at Alliance VC. Investing in Nordic early-stage tech startups.

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