Lidl starts selling fresh food on German web shop

German supermarket chain Lidl continues its web shop expansion, including fresh fruit and vegetables from December onward. However, only customers in the Berlin region will be able to buy these items for the time being.

Every store is a pick-up point

While a lot of non-food items  are already available on Lidl’s web shop, fresh food was still lacking. Starting from December however, customers in Berlin will be able to also order their food online and pick it up at a store.

Lidl’s parent company, Schwarz Gruppe, has invested several millions into eCommerce in an attempt to conquer this market as well. About 1,000 employees currently focus on the company’s online efforts and every physical store should become a pick-up location for online orders in the near future. Currently, Lidl’s online turnover reaches about 150 million euro, mainly selling clothing and electronics.

The discounter had long been reticent to sell fresh food online, but with Amazon Fresh arriving in Germany soon, it now seems intent on getting a head start.