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Analysis of Tesco. Com from a company perspective The Institute of Grocery Distribution (IGD) has estimated that the UK grocery market is worth £100 billion p.a. and that 1% of this total represents sales on the Internet. In trade research by Iceland, it is revealed that 3% of the population- such as 'cash-rich, time-poor' young professionals, dislike shopping in supermarkets and if they were presented with an efficient alternative they would switch immediately. Therefore, the e-retailers are targeting demographics in their pursuit of increased market share. The drivers of online grocery shopping are seen as changes in working and eating patterns, smaller households and a wider acceptance of new technology. Tesco is now recognised as the worlds leading online grocery retailer. It is said to have moved into profit in 2001, with sales in excess of £200 million and a registered customer base of 1 million, up from 500,000 in 2000. In September 2000...

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