Image: Ocado Group

The online market for food is growing

The greater the sense of relief during daily life, faster the acceptance and the willingness to learn develop. An absolute trendsetter in this field is Great Britain: online shopping and the delivery of food products is twice as widely disseminated here as it is in other markets such as the U. S., France and Germany. Acceptance concerning online food retail can be derived from the development of e-commerce sales and the increased dissemination of online food retailers in Europe.

Ordering couldn’t be easier

It is made possible by logistics being the supporting component in the context of feasibility. If you consider the strict conditions surrounding refrigeration chains and packaging requirements with the delivery of fresh food, it is clear that the choice of logistics partner or the development of an „in-house“ logistics solution is critical to success with the introduction of an online food retailing business. For customers, returns policies and exact time frames are decisive for the choice of service provider.

Image: Interroll Rollers and RollerDrive at Ocado

With an „in-house“ solution it is necessary for vehicle fleets to be developed to match the area of operations. This includes the development of core competencies in the area of delivery, ensuring refrigeration chains, and the linear completion of payment processes. For many people in Britain, this has long since been part of everyday life and one company that has done well is Ocado, which claims to be the „biggest online food-only retailer in the world.“

At the moment, Ocado offers more than 29.000 different products. Making a purchase couldn’t be easier: all you have to do is visit the Ocado website and place your order – it’s quick and easy. Food now accounts for almost a quarter of all products bought on the Internet in Great Britain, and sales are increasing.

Logistics as a key success factor

The actual recipe for the success of the British company, however, is their sophisticated logistics, the centrepiece of which is an automated central warehouse. This means that in 95 per cent of all cases the ordered goods can be delivered the next day. In addition to the warehouse in Hatfield to the north of London, a second large warehouse in the Midlands is planned to open this year. To gain new customers, in addition to deliveries to the kitchen table, Ocado also offers a wide range of products. The future is set to see more non-food products being offered. The company also successfully offers additional services such as recipes and an electronic shopping list.

Around five kilometres conveying distance, 60.000 rollers, 6.000 RollerDrive. For rapid deliveries and smooth processes in the field of e-commerce for food, a sophisticated internal logistics system is a key requirement


RollerDrive is the perfect solution for retrofit projects that require the repairing or upgrading of existing, centrally-driven systems.

Read more

Would you like to be contacted by our Sales Team?

Contact me