In general, executives agree that the customer base will widen with the Internet-savvy generation. Busy young professionals who value the opportunity to save time and young mothers seeking to avoid busy supermarkets are the main target group in online groceries. As one young mother puts it, "Online grocery shopping is convenient and it saves time. I do not need to carry heavy bags and I can avoid long lines."
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There is little margin for error—shoppers do not forgive mistakes made by online food retailers.
Shoppers are happy with the status quo. One major obstacle to online grocery is the simple fact that customers are happy with how they get their groceries now.