Amazon is planning to open physical stores in Germany marking the latest battleground in its bid to establish itself as a bricks-and-mortar retailer.
Germany, Amazon’s second largest market after the US, is likely to be the next country to see one of the online retail giant’s numerous fascia’s hit its high streets, according to its Germany chief executive Ralf Kleber.
“The fact is that we know that customers shop offline and that they like variety,” Kleber told German newspaper Welt am Sonntag, though he gave no concrete details.
Amazon has been building its physical presence ever since launching its cashierless Amazon Go format in 2016, announcing ambitious plans in late 2018 to expand to 50 major city areas by the end of 2019 and to 3000 stores in the next two years.
Currently Amazon Go trades from around 24 stores across the US and although it is still a way off meeting its targets, it has launched a number of other physical store formats since 2016.
After purchasing the grocery store chain Whole Foods in 2017, it has since launched numerous 4-Star, Amazon Books and ‘Presented by Amazon’ pop-up stores largely in the US.