Theoretical perspectives and conceptual framework for online grocery shopping: Adapting to environmental circumstances and influencing internal factors

In recent years, the availability of online grocery shopping (OGS) has increased globally. However, considerable uncertainty persists regarding its future development and associated economic challenges. OGS providers face a dual challenge: they must achieve sustained growth in an increasingly competitive market while ensuring long-term profitability. Consequently, some providers have been forced to downsize their workforce, exit specific markets, or undergo acquisitions by competitors. This research aims to reduce this uncertainty by offering theoretical perspectives and a conceptual framework that integrates both external and internal factors influencing OGS. Specifically, the framework accounts for environmental circumstances—comprising global, market-specific, and consumer-specific circumstances—as well as internal factors, such as strategic orientation and operational effectiveness. Applying this framework offers valuable insights for both academic research and industry practice. For scholars, it establishes a foundation for further investigation into OGS implementation. From a managerial perspective, the framework serves as a strategic tool for systematically adapting OGS to external conditions while optimizing internal operations to enhance its viability and success.