What services do experienced online grocery shoppers appreciate moving forward?

Abstract

The growth of online grocery shopping (OGS) has accelerated amid the Covid-19 pandemic in many European countries and worldwide. By conducting a survey with experienced online grocery shoppers (n=412) this study contributes to a better understanding of customer expectations of OGS going forward. The results indicate that the financial side of OGS, being able to take advantage of good deals and make easy comparisons of products, is important for all investigated shoppers. Nevertheless, the study makes an important distinction between routinized online shopping and more sporadic shopping and shows that those with routines in place value other services, at least to some degree, than those whose shopping practices are less routinized. Digital solutions that support meal planning and help integrate planning with shopping are potentially very desirable for shoppers of OGS with clear routines in place. Managerial implications, recommendations to researchers and limitations are also discussed.