Contrary to popular belief, situational factors other than saving time ormoney are often the tipping point for initial trial of online groceryshopping.In the cultural context, while the typical reasons for first trying grocery shopping online are to save time(39%) and to save money (36%), numerous situational factors also act as triggers for trial.

First-time use can also range from a low-risk situation (just wanting to try or receiving a coupon/promotion)to high-pressure, time-sensitive situations. Situational factors also include: inability to go out to shop,limited time for shopping, newly acquired technology/device, no access to a vehicle, increased income,moving to new home/residence, health issues, and change in household size.

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