The Future of Grocery Shopping? A Taxonomy-Based Approach to Classify E-Grocery Fulfillment Concepts

Abstract

In order to cope with competition and sustain business performance within a digital environment, grocery providers need to identify and establish suitable fulfillment models. During the last two decades, a huge amount of fulfillment concepts has emerged, emphasizing different focus points. With this contribution, we aim to structure the field of e-grocery fulfillment and support retailers in choosing or refining profitable fulfillment models. Based on a systematic literature review and several fulfillment instances, we developed a taxonomy with 20 dimensions and 61 characteristics. Subsequently, a cluster analysis was employed to identify six concept archetypes, serving as useful basis for digital grocery business. Ultimately, our results provide a foundation for both academia and retail to advance the knowledge of e-service fulfillment models.