Amazon and Wal-Mart have a clear leadership position in online grocery already. However, only 2% of grocery purchases are made online. For the retail industry at large, only 10-15% of retail purchases happen online. That compares to the majority of sales happening in a physical store. While online grocery has been slow to catch on, the reporter in this Forbes article makes a bold claim that Amazon and Wal-Mart will together move 20% of the grocery market online in the next year. However, I don’t see this happening so quickly. Plus, why would more grocery purchases happen online than traditional retail purchases? The broader ecommerce market has developed over two decades to a point where it accounts for no more than 15% of total retail sales.