Abstract
Fresh food e-commerce has become a burgeoning branch in online markets and changed the circulation of fresh food. Concerning the background of e-commerce, this study tries to relate suppliers' awareness of promoting fresh food business with the logistic obstacles and consumer impacts. The article first introduces five guiding questions after reviewing present literature. To better understand the fresh food markets, it analyzes the operational model of respective suppliers in the UK and China separately. The article also describes primary data collection through the distribution of questionnaires to the sample population. According to the valid feedbacks, the article concludes different consuming trends in fresh food markets and finds that logistical services are still the biggest challenge which need to be improved. Based on the results, it provides recommendations to suppliers for improving the fresh food e-commerce.
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