Nobody can ignore e-commerce and the rapidly changing way we shop whether in Sweden or in the rest of the world. Currently, the market focuses on the dramatic trend in the retail industry, where traditional stores are finding it harder to cope with online competition. However, in foo retail, which is the single largest retail segment, e-commerce is still a marginal phenomenon which last year accounted for only 2% of total sales. Many also argue that food is not suitable for e-commerce and therefore the industry is at a low risk of suffering the same treatment as other types of physical stores. But things are chaing fast and e-commerce in food is growing. If online food can grow from being a niche today to reaching mass market scale in the future, it will have major consequences not only for regular grocery stores but also for the rest of the e-commerce and many other areas of society.