Despite being in place for more than a decade, it is only recently that online grocery retailing was able to gain enough traction among online shoppers. Marred with consumer skepticism, grocery sales account for only a small portion of total online retail sales. In comparison to other retail categories, online consumers have been slow in adopting e-commerce for groceries. When it comes to food, consumers are more likely to personally evaluate the quality or authenticity of products. Consumers’ online purchases are more focused on less perishable categories. However, the convenience of ordering online and getting goods delivered to the doorstep is the key factor driving the adoption of online as an acceptable medium of grocery shopping.
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