German retailer REWE, owner of multinational supermarket outlet Penny Market, is expanding its existing e-commerce presence through a new pilot online marketplace for selected customers and partners. 

In a project reminiscent of Alibaba's Tmall service in China that allows for direct e-commerce sales, REWE will start its 'Online-Marktplatz' test in July with five partners and 1,000 customers.

In a release, REWE said additional partners and customers would be added step-by-step. 

"Fresh groceries are not just about trust. When ordering, customers also attach great importance to the quality of all products in the areas of groceries, the kitchen and household goods," REWE chief digital officer Dr. Jean-Jacques van Oosten said.

"That's why all partners are selected accordingly and undergo a complex qualification process."

He said it was important to the group that customers had a "central point of contact" for all their shopping needs, from food products to the kitchen to the household, so that "in the future they will be able to sell fresh products such as fruit and vegetables, meat, sausages and cheese, or also send frozen products through the REWE delivery service".

www.freshfruitportal.com