The search option present on the website is a convenient option that allows users to review their preferred products just with one or two clicks.According to a research conducted by Breugelmans and Campo (2010), online in-store displays (ISD) help increase brand sales and make grocery shopping easier and ISD that anticipates competition through first-order or isolated position outperforms the ISD that aims to make the items stand out in the online display. This reflects upon the online display option on the websites.The online shopping process is also preferred by consumers since they do not have to physically travel for hours to shop the necessary grocery, rather they order online by selecting their required grocery in just a few minutes in the luxury and comfort of their home. This is one of the major advantages of online shopping, customers do not have to move around which saves up their time and is also very convenient for them. Within a matter of clicks, they can view the products and decide about whether they want to make purchases or not. Online shopping may not be time specific as well, this means that as and when the customer has the time, the online grocery website can be viewed and order can be placed.The store size is not a constraint for online stores and the only thing they are concerned about is the bandwidth of the brands or categories of groceries they are offering customers (Duffy, 2004). This is an advantage for the grocery store that have made their online presence. They do not require any space for rent when operating on an online mode. The online website need to ensure that they are offering all products with exact specifications that are found in the grocery stores. Moreover, Rothwell (2008) anticipated that the UK grocery market will be worth £170 million by 2013. Also, Fulgoni and Morn (2009) states that online grocery stores are further expected to increase owing to the increasing demand of the customers.However, despite this environmental support, online grocery shopping is observed to be used in a limited mode. This is mainly because getting customers to visit the online websites of the grocery stores is a cumbersome task. For these too, the companies need to market their websites through billboards and posters at various customer touch-points. Moreover, since grocery products are perishable items, customers do not feel like taking up
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