What do regular online grocery shoppers want from online grocers going forward? Suggestions for service quality improvements

Online grocery shopping has become significantly more popular amid the Covid-19 pandemic. That said, online market in many European countries is still taking shape and further service developments are needed to meet consumers’ changing increasing expectations. Based on an analysis of 412 regular shoppers’ suggestions for quality improvements, eight categories improvements were identified. Ranked according frequency by which they mentioned, top four were: (1) broad specialized assortment, (2) delivery time flexibility, (3) lower costs pricing options, (4) user interface search efficiency. The study contributes relevantly a better understanding what retailers should prioritize their development expectations crucially important customer segment, shoppers. Implications grocers limitations discussed.