Abstract:

Worldwide online food trade is growing, which is a challenge for businesses, especially when investing in the online sales channel. While global e-commerce is dominated by industries such as clothing, consumer electronics, household appliances, books, and cosmetics, the global COVID-19 pandemic has accelerated the online food trade. The hard lockdown in many countries has caused consumer health concerns and increased acceptance of online food purchases, which are appreciated for their convenience, ease, and time-saving. The largest supermarket brands, noticing this change, introduced online sales or started cooperation with delivery services companies. This paper aims to present the motivations of online grocery shopping and consumers' attitudes towards purchasing food online. Based on a review of international literature, statistical studies, and market reports, the authors analyze changing online shopping preferences and indicate business practice implications, especially for FMCG companies.