Web content analysis of e-grocery retailers: a longitudinal study

Purpose - The purpose of this paper is to investigate how e-grocers develop their e-fulfillment strategies to satisfy product-specific customer needs for their grocery shopping on the internet. Findings from this paper are used to propose sustainable e-fulfillment strategies for online grocery retailers. Design/methodology/approach - Based on metrics of product information, customer service and e-business quality, this paper conducted web content analyses of US grocery retailers in a longitudinal manner. Findings - The research findings delineate a significant transition of e-fulfillment strategies among grocery retailers. Evidence is found for the development of service metrics as well as strategic shifts in retail operations. Originality/value - The use of a longitudinal approach provides insights into sustainable marketing strategies for online retailers to enhance consumers' perceived relative advantage and compatibility, and reduce perceived complexity in online grocery shopping.