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Online grocery shopping: Identifying change in consumption practices

Online grocery shopping: Identifying change in consumption practices
Online grocery shopping: Identifying change in consumption practices
Following the invention and proliferation of the Internet, Web and mobile technologies, we have seen a global revolution in retailing. Despite the rapid growth of e-commerce, the online grocery shopping market has taken until now to gain traction, currently constituting 6.9% of the UK’s grocery market, but projected to increase 68.3% to £17.6 bn by 2021. There is little work accounting for new and contingent behaviours in the online grocery market, not least because of historically poor access to retailers’ data. This paper leverages access to the UK’s fourth largest supermarket, WM Morrisons Plc (Morrisons) to investigate consumer behaviour in this market, augmenting the Office for National Statistics’ Living Costs and Food Survey, the UK’s only substantial publicly available resource to date. This paper establishes that there have been changes in consumer behaviours in response to the unique opportunities and challenges of online grocery shopping and explores the specific socio-technical factors that may be contributing to these changes, namely: ease of price comparison; attitudes to purchasing perishable goods online; and logistical considerations. Furthermore, it provides some evidence that the proportion of fresh products bought online exceeds the proportion bought offline, contrary to popular belief. Finally, this paper argues that with correction for location bias, the Morrisons sample could provide a proxy for examining online grocery behaviour in-depth at the national level.
online grocery shopping, e-commerce, consumer behavior, retail analytics, socio-technical systems
0302-9743
192-211
Springer
Munson, Jo
0ad62230-70a6-4d04-8b71-6d2e9e6dd282
Tiropanis, Thanassis
d06654bd-5513-407b-9acd-6f9b9c5009d8
Lowe, Michelle
ef0bda2e-3e2c-428f-9c0b-cc8551ff255e
Kompatsiaris, I.
Munson, Jo
0ad62230-70a6-4d04-8b71-6d2e9e6dd282
Tiropanis, Thanassis
d06654bd-5513-407b-9acd-6f9b9c5009d8
Lowe, Michelle
ef0bda2e-3e2c-428f-9c0b-cc8551ff255e
Kompatsiaris, I.

Munson, Jo, Tiropanis, Thanassis and Lowe, Michelle, (2017) Online grocery shopping: Identifying change in consumption practices Kompatsiaris, I. (ed.) In Internet Science. INSCI 2017. vol. 10673, Springer. 20 pp, pp. 192-211. (doi:10.1007/978-3-319-70284-1_16).

Record type: Conference or Workshop Item (Paper)

Abstract

Following the invention and proliferation of the Internet, Web and mobile technologies, we have seen a global revolution in retailing. Despite the rapid growth of e-commerce, the online grocery shopping market has taken until now to gain traction, currently constituting 6.9% of the UK’s grocery market, but projected to increase 68.3% to £17.6 bn by 2021. There is little work accounting for new and contingent behaviours in the online grocery market, not least because of historically poor access to retailers’ data. This paper leverages access to the UK’s fourth largest supermarket, WM Morrisons Plc (Morrisons) to investigate consumer behaviour in this market, augmenting the Office for National Statistics’ Living Costs and Food Survey, the UK’s only substantial publicly available resource to date. This paper establishes that there have been changes in consumer behaviours in response to the unique opportunities and challenges of online grocery shopping and explores the specific socio-technical factors that may be contributing to these changes, namely: ease of price comparison; attitudes to purchasing perishable goods online; and logistical considerations. Furthermore, it provides some evidence that the proportion of fresh products bought online exceeds the proportion bought offline, contrary to popular belief. Finally, this paper argues that with correction for location bias, the Morrisons sample could provide a proxy for examining online grocery behaviour in-depth at the national level.

Text INSCI_2017_J_Munson - Accepted Manuscript
Restricted to Repository staff only until 2 November 2018.

More information

Accepted/In Press date: 14 July 2017
e-pub ahead of print date: 2 November 2017
Published date: 2017
Keywords: online grocery shopping, e-commerce, consumer behavior, retail analytics, socio-technical systems

Identifiers

Local EPrints ID: 415975
URI: http://eprints.soton.ac.uk/id/eprint/415975
ISSN: 0302-9743
PURE UUID: 181a146e-de7b-483b-a604-4a3a2f0e19a5
ORCID for Thanassis Tiropanis: ORCID iD orcid.org/0000-0002-6195-2852

Catalogue record

Date deposited: 29 Nov 2017 17:30
Last modified: 29 Nov 2017 17:30

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