ERA, the European Retail Alliance, seems to be Europe’s new contender for competing with e-commerce heavyweights like Amazon and Alibaba. Officially launched at IFA in Berlin over the past few days, it comes three months after being announced back in May 2018.

Euros coming out of a smart phone
© Wael Khalill alfuzai /

Who They Are

The two large e-commerce groups that started ERA are:

MediaMarktSaturn from Germany – with consumer electronic retail brands such as MediaMarkt, Saturn and iBood. They also have a huge market share in the stationary home electronics and appliances market.


Fnac Darty from France – with brands such as Fnac, Darty and Vanden Borre. These companies operate in much the same way as the MediaMarktSaturn group does.

Four Strategic Areas

ERA will have four strategic areas reported on by at the IFA 2018 in Berlin. Klaus-Peter Voigt, who was the Chief Procurement Officer of the MediaMarktSaturn Retail Group has become CEO of the European Retail Alliance. The four areas are:

  • ERA Strategic Partnerships: working with manufacturers to develop products, services and solutions
  • ERA Data: using findings about customer needs to develop tailored offers
  • ERA Innovation: rolling out the strategic innovation approach of the Retailtech Hub startup program
  • ERA Sourcing: focusing on own brands and license brands

More Than Procurement

Voigt went on to say the following:

“I’m looking forward to my new role as CEO of the European Retail Alliance, through which we plan to set the course for a successful future for consumer electronics ecommerce in Europe“, Voigt said. “It’s far more than just a procurement alliance. We intend to create an open, leading consumer electronics alliance concentrating on relevant added value for all stakeholders.”