The German FMCG shopping basket value is significantly higher online than in-store. In the period from January to May in 2012 and total year 2011, the online share in total FMCG turnover in Germany was 0.5 per cent, while in Switzerland this figure was as much as 1.6 per cent and 4.8 per cent in the UK. Yet if subsections are considered, the online share in total turnover was in fact higher in Germany: e.g. for perfume at 9 per cent, face care at 5 per cent or personal hygiene at 4 percent.1) These sectors recorded a greater number of visitors in total to their websites than to grocery sites, for example. While online commerce is booming, the sale of groceries via the Internet in Germany has not yet become widespread. The overall largest net reach in the area surveyed is currently recorded by the category online pharmacies.