Factors leading to customer acceptance of online grocery shopping

The rapid expansion of online grocery shopping has placed traditional retailers under increasing competitive pressure. To remain viable, retailers must understand the determinants of consumers’ adoption of online grocery channels. Therefore, the aim of the paper is to identify the key factors influencing consumer acceptance of online grocery shopping. This study employs an online survey (N = 773; IPSOS panel) and exploratory factor analysis to develop a comprehensive business-to-consumer (B2C) acceptance model based on the technology acceptance model (TAM). In addition to classic technology-acceptance constructs such as perceived usefulness, perceived ease of use, trust, visibility and utilitarian shopping motives, we introduce total customer benefit and subjective norm as novel predictors. Our findings indicate that behavioural intention to purchase groceries online is most strongly driven by perceived usefulness (i.e., enhanced convenience, time savings, reduced effort), perceived ease of use (e.g., intuitive navigation, streamlined checkout) and visibility of online shopping practices. Trust in secure transactions and product-quality assurance augments perceived ease of use and indirectly boosts purchase intentions. Total customer benefit, encompassing service features such as home delivery, sustainable packaging and specialized assortments, mediates the effect of visibility on overall value perception. Utilitarian motives, including efficiency, familiar lists and price transparency, enhance both ease of use and satisfaction. Finally, subjective norms shaped by social influence (family, influencers, peer reviews) reinforce ease-ofuse perceptions and adoption propensity. Retailers should prioritize process optimization (by rapid page loading, targeted category structuring, usability testing) and visibly promote service benefits (branded delivery, eco-friendly options) to amplify customer benefit and social proof. Emphasizing secure payment messaging and quality-control protocols will strengthen trust. Finally, leveraging influencer partnerships and peer testimonials can activate subjective norms, further driving online grocery adoption. This integrative model offers both theoretical enrichment and actionable guidance for practitioners seeking to enhance online grocery uptake.