Ordering groceries online and having them delivered to your doorstep – that not only sounds convenient for customers, but also like a profitable business model. You might think, but this hasn’t happened for the supermarket operator Rewe in Austria. After the partial withdrawal last year, Billa is now also ceasing home delivery in Vienna completely. The group justifies the end with a reaction to “changing consumer behavior and rising last mile costs”. But what does this move mean for the future of home food delivery as major supermarket chains pull out?
