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Largest Grocer in U.S. Prepares to Enter eCommerce with Vitacost Acquisition

Kroger, the largest pure grocery store chain by sales in the United States, recently purchased online vitamin merchant Vitacost.com for $280 million to gain a stronger presence in internet retail as they face increased competition from the likes of Amazon, FreshDirect and others selling groceries online.

At first glance, a grocery store acquiring a vitamin retailer may not seem relevant to eCommerce retail, but the $280 million dollar investment by Kroger is about “progress towards a more Omnichannel experience,” as explained by the company’s CEO, Rodney McMullen.

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