Challenges on the Path to Regular Online Shopping: E-Grocery Sector-UK

This paper attempts to uncover significant economic and non-economic demand-side variables, which are driving and hindering B2C (Business to Consumer) e-commerce learning. It investigates the perceptions of individual customers on the path towards a specific regular type of online-buying: E-Grocery shopping (EGS). The analysis and result display is based on an e-customer learning framework, consisting of clear crucial steps arranged in a tree decision format which illustrate decisions faced by customers as they evolve from non-Internet user to regular Egrocery shopper. This framework was applied via mail survey to a sample of 2036 households in England. Results (through regression and mean testing) are pointing at two critical barriers on the path to E-grocery: • One network specific: National Digital Divide creating an important cost for potential users. • One sector specific: E-grocery is a sector plagued by non-friendly sites together with deficient logistics. With this cost structure, the niche market for e-grocers seems to be a reality, confirming Pfeffers [3] view. Income proves to be a key variable behind e-shopping learning, generating a very high and cumulative premium tag on e-grocery. Also interesting, is the fact that grocery shopping still preserves its feminine connotation online.