As the retail landscape in Europe shifts towards the digital realm, supermarkets are presented with a lucrative opportunity to diversify their product offerings by including digital goods. This article explores the promising horizon of digital goods sales, from gift cards to game cards, outlining the benefits and potential revenue growth for supermarkets as well as the need for robust fraud prevention.

The online retail landscape in Europe

The e-commerce market in Europe is on a trajectory for growth, with projections indicating that revenue will reach €484.40 billion in 2024. Over the following five years, the market is expected to experience a robust annual growth rate of 8.98%, culminating in a market volume of approximately €744.50 billion by the year 2029. This growth trajectory is indicative of evolving consumer behaviour, with a preference for the convenience and variety offered by online shopping.

For example, in the UK specifically, non-store retailing, which includes online sales, dominates the online market, accounting for a significant portion of all online transactions. This sector is projected to continue growing, with companies like Amazon and Sainsbury's expected to see some of the highest growth rates among online retailers in 2024​.

Given this trend, it’s no surprise that supermarkets, traditionally centred around physical stores, are now exploring the digital domain, extending their offerings beyond mere groceries to include a wider array of products and services, including digital goods. A case in point is the Dutch supermarket chain Albert Heijn. The retailer has recently started to offer various types of digital prepaid products such as gift cards and gaming cards.

The untapped potential of digital goods sales

The transition involves strategic planning and investment in digital capabilities but represents a significant opportunity for growth and customer engagement in the evolving retail landscape. Supermarkets have several reasons to consider expanding into digital goods:

Consumer demand: As consumer habits increasingly shift towards online services and digital products, supermarkets can meet this demand by offering digital versions of popular physical products they already sell, such as gift cards and gaming codes. This trend is underscored by a recent report on gift card sales in the Netherlands, which revealed that one in three consumers prefers to buy gift cards online. Given that the Netherlands is a frontrunner in ecommerce, it is likely that other countries will soon follow this trend.

Enhanced user experience: By integrating digital products into their existing e-commerce platforms, supermarkets can offer a more seamless and integrated omnichannel shopping experience. This could include offering personalized promotions and leveraging digital platforms for more engaging customer interaction.

Profitability and market reach: Digital products typically have lower overhead costs compared to physical goods, as they do not require physical storage or transportation. This can lead to better margins and profitability. Moreover, digital goods are not geographically constrained, allowing supermarkets to reach a broader market beyond their physical locations.

Building on existing infrastructure: Supermarkets already have robust e-commerce platforms and customer management systems that can be leveraged to sell digital goods. These platforms can be optimized to include features that support digital transactions such as secure payment gateways, effective digital rights management, and automated delivery of digital products.

The risk of selling digital goods

The landscape of global e-commerce fraud has seen substantial financial losses, with estimates reaching approximately $48 billion in 2023. Such significant figures reveal the ongoing vulnerability of digital commerce platforms to fraudulent activities.

In Europe, especially in countries like Germany and France, the impact of e-commerce fraud remains pronounced. Both regions have reported a steady increase in fraudulent incidents, driven by the high volume of online transactions. In this context, about two-thirds of German online retailers report rising instances of e-commerce fraud, and over 85% of Swiss merchants experienced fraud in 2023.

For online merchants, introducing digital goods alongside their product offering further compounds this already existing fraud risk, which makes the business model seem daunting. One reason is that digital goods are particularly susceptible to fraud and chargebacks. Since these products are delivered instantly and are intangible, it can be challenging to prove that the product was delivered and used as intended. Moreover, some types of digital goods can be easily copied and distributed without permission. Once a digital file is out there, it’s nearly impossible to control its redistribution, leading to significant revenue loss.

As supermarkets expand their digital offerings, understanding these threats and their potential impact is crucial. Without effective countermeasures, businesses could face escalating losses, eroding the profitability of their online ventures.

 Recommended reading: Why selling digital goods makes you a target for fraudsters

Leveraging digital sales platforms and fraud prevention

Despite the risk, the sale of digital goods truly presents a “blue ocean” opportunity for supermarkets looking to diversify their online offerings. Items such as gift cards, game cards, and digital subscriptions offer high margins and lower logistical costs compared to physical goods. Moreover, these products cater to the increasing demand for digital content and services, opening up new revenue streams for retailers.

For a successful digital goods sales setup, three things are needed: a digital goods platform, a dedicated security solution, and synergy between them.

Step 1: What to look for in a proper digital goods platform

Support for diverse product offerings: By stocking a wide range of digital goods, the supermarket can cater for a broad spectrum of customer needs, drawing in more shoppers.

Cross-selling features: The platform can leverage smart recommendation engines to suggest additional purchases at checkout, effectively increasing the average transaction value.

Custom promotions: The ability to customize promotions and discounts personalizes the shopping experience and encourages more purchases.

Step 2: What to look for in a security solution

Fraud prevention: Advanced algorithms detect and prevent fraudulent transactions in real time, securing both the supermarket’s revenue and customer trust.

Seamless integration: It integrates effortlessly with the digital goods platform, ensuring that security measures do not disrupt the user experience, thereby maintaining a frictionless checkout process.

Market adaptability: The solution adapts to different customer demographics and complies with various regional regulations, making it versatile for supermarkets with diverse customer bases.

Step 3: reaping the benefits of seamless integration

When these two systems operate in tandem, they create a powerful combination that enhances both customer satisfaction and operational efficiency:

Increased conversion rates: The engaging variety of products draws customers, while the robust security reassures them, leading to fewer abandoned carts and higher conversion rates.

Boosted customer loyalty: Providing a secure, enjoyable shopping experience increases the likelihood of repeat customers, crucial for sustained business growth.

Checkmaxx and Protectmaxx

When looking for the perfect SaaS solutions to launch your digital goods sales venture, Checkmaxx and Protectmaxx are solid contenders to consider.

Checkmaxx is a comprehensive e-commerce platform designed to facilitate the sale of digital goods, such as gift cards, mobile top-ups, and game credits, with advanced integration capabilities for seamless user experiences. Its unique selling points include robust customization options for promotions, advanced up and cross-selling, as well as payment options that help businesses secure more recurring revenue and boost ARPU. What’s more, Checkmaxx is fully serviced and does not require complicated set-up and configuration, allowing retailers to start selling digital goods in just a matter of weeks, not months.

Protectmaxx is a security solution tailored for e-commerce environments, specializing in real-time fraud detection and prevention to safeguard transactions and enhance customer trust. Its standout features include advanced machine learning algorithms that are supervised 24/7 by a physical team of fraud experts, allowing Protectmaxx to adapt to evolving fraud patterns. Moreover, Protectmaxx offers seamless integration capabilities, ensuring a frictionless checkout process without compromising security.

Using these solutions, any online merchant can secure its entry into the digital goods market while also positioning itself to excel by balancing expansive product offerings with top-notch security measures.

Elevate your digital retail strategy

Are you ready to explore the vast potential of digital goods sales and secure your online transactions against fraud? Alphacomm is here to guide you through every step of this exciting journey. Whether you’re looking to discuss opportunities, spar on strategies, or learn more about the sale and protection of digital goods online, our team of Revenue Geeks is ready to help. Contact Alphacomm today to unlock the full potential of your digital retail strategy.