Approaching Baltic grocery market through online platform : suggestions for Rimi Baltic e-commerce department on how online grocery platform can be introduced in Baltic States

E-grocery is a worldwide phenomenon and can provide companies new revenues and value-producing opportunities. It is becoming a race where companies strive to gain first-mover advantages. But e-grocery is also facing several challenges, which can be extended to Baltic market, due to the fact that the nature of retail industry doesn’t differ significantly. The aim of the research is to provide a solution for Rimi Baltic on which the company can base its decisions about e-grocery approach in Baltic market. The research paper does it by answering the main research question: What approach mechanism should Rimi Baltic use in order to approach Baltic market?