Innovative strategy in e-grocery: The future of retail outlets?

Grocery purchases via e-commerce channels have risen substantially within a few months as a consequence of the COVID pandemic’s influence on consumer behavior. Traditional commerce has been transformed by the internet, benefiting both businesses and buyers. A rise in the number of people using the internet and their smartphones has been a major driver for expansion in the e-commerce sector. To accurately gauge the future of online grocery shopping, it is important to have a firm grasp on the factors that have contributed to its rise in popularity. This case study attempts to investigate and asses consumers adoption of e-grocery platforms by using the Unified Theory of Acceptance and Use of Technology model (UTAUT) and is distinctive in that it incorporates a situational factor-COVID and a customer centricity component into the UTAUT 2 model in order to determine the drivers of users’ behavioral intention toward e-grocery purchase in India.