Understanding the influence of online grocery shopping on consumers’ choice of products and dietary balance: a qualitative study in France

With grocery e-commerce penetration expected to double in the next 5 years, the study underscores the consequences of online shopping on consumers' dietary balance. The findings have practical implications for online food retailers, inciting them to develop solutions that would encourage e-grocery shoppers to buy more fresh produce and sample a more varied diet. Additionally, they highlight the importance of monitoring the influence of technology on the consumer buying process, particularly with regard to food.