During a recent panel discussion at Marquette University's annual commercial real estate conference, Joe McKeska, president of Elkhorn Real Estate Partners, suggested that his analysis indicates that “a significant portion of grocery sales (will) move online—from roughly 2% today to upwards of 20% by 2025.”

But, while “the ready assumption is that Amazon or other e-commerce players will take the lead,” McKeska said that this is not going to be just from Amazon and its e-commerce brethren, but also because of “the significant progress U.S. chains have already made in developing their e-commerce capabilities, including bringing click-and-collect to their stores … Traditional grocers have begun to identify ways to leverage their brick-and-mortar stores. They are rolling out more rational e-commerce business models as a bulwark against Amazon and other online companies.”

KC's View: This could be accurate, but I almost don’t think it matters. The only thing that predictions like this accomplish is creating expectations that, if they fall short, persuade people that the trend has been overblown. What’s more important, in my view, is the degree to which online interactions between shopper and retailer are integrated seamlessly into a bricks-and-mortar environment that becomes increasingly experiential.