In this research project, Darius-Aurel Frank and Anne O. Peschel (both Aarhus University) investigate drivers and barriers for the adoption of online grocery shopping in Denmark as well as the existence of different consumer groups.

Every fourth shopper in their representative sample of Danish consumers adopted online grocery shopping and this subgroup can be segmented in three consumer groups that can be targeted based on differences in preference for price, convenience and service. Current non-adopters could be targeted by highlighting ease of transition between store formats, the type of shoppers who have already transitioned as well as convenience aspects.