The purpose of this paper is to investigate how e‐grocers develop their e‐fulfillment strategies to satisfy product‐specific customer needs for their grocery shopping on the internet. Findings from this paper are used to propose sustainable e‐fulfillment strategies for online grocery retailers.
Based on metrics of product information, customer service and e‐business quality, this paper conducted web content analyses of US grocery retailers in a longitudinal manner.
The research findings delineate a significant transition of e‐fulfillment strategies among grocery retailers. Evidence is found for the development of service metrics as well as strategic shifts in retail operations.
The use of a longitudinal approach provides insights into sustainable marketing strategies for online retailers to enhance consumers' perceived relative advantage and compatibility, and reduce perceived complexity in online grocery shopping.
