Every week or two, Magali Sartre, a 44-year-old who lives in Paris, goes online to grocery shop. She clicks on orange juice, olive oil, tea, pasta, cookies and crackers — a typical order for herself, her two young children and her husband, which she tops up with trips to a nearby organic shop, butcher and cheesemonger.

But when the delivery arrives, it looks anything but typical. Packed in a padded tote bag with thick foam dividers, the pasta and loose tea are in stainless-steel reusable containers and the orange juice is in a glass bottle.

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.

Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00.