In their study, Cude and Morganosky worked with a traditional grocer in St. Louis, Mo., that has introduced an online grocery service. We developed a survey that was linked to the grocer's website. After shoppers had finished their order, they were asked to participate in the survey by clicking on the link. In their original study, Cude and Morganosky collected information from 243 online shoppers. In their second, they received surveys from 412 shoppers.
Grocery shopping is one of the most intricate forms of online commerce due to a number of variables.
Then, there are issues regarding produce and meat. All of these issues factor into whether a consumer chooses to shop online. That means that online shopping doesn't have to become mainstream to have an impact.