Yesterday, for the first time, I ordered two things from the Lidl Belgium & Luxemburg mobile app: an iron and an ironing board. The online shop is available in the desktop interface too. And it got me thinking.

I have been a satisfied customer of Lidl in Germany / Lidl Belgium & Luxemburg since I first arrived in Europe in 2021. They offer good-quality produce and basic products at affordable prices, although I must admit that their stores are sometimes overcrowded during peak hours. But until now, I had only ever shopped in person occasionally.

Coming from SE Asia, which has had a mature and highly competitive e-commerce environment since around 2016, I think I may have an idea of what a mature e-commerce platform looks like.

Shopping from their mobile app, I was surprised by how easy and convenient the whole process was. It's just as smooth as any other e-commerce experience. But most importantly, they prioritize their private-label brands, such as Silvercrest, which supposedly offer great value for money. Personally, I'm satisfied with Lidl's many private-label brands, from food to household items.

I think Lidl was among the first (for a grocery brand) to crack the playbook for cost leadership via e-commerce in the European market:

1. A mature e-commerce platform.

• Stable mobile app and web interface, easy navigation, fast checkout, and low delivery costs.

2. A curated selection of items built around its own private-label brands.

• Lidl knows its strength lies in offering high-quality products at low cost. Word of mouth has it that, for agricultural products for example, doing business with Lidl is tough, because they demand high standards and push prices down.

• I'm not overwhelmed by a gazillion product offerings.

Looking forward to my new iron and ironing board!