Online grocery shopping: what matters to consumers in Belarus?

Abstract

This article aims to analyze online grocery shopping in Belarus and what exactly matters to consumers when deciding whether to buy online or not. We looked closer at the largest online grocery retail – E-dostavka. To understand what barriers it faces we conducted a survey among students of SB BSU. We found out that the reason why a lot of people still don’t use online grocery delivery is not poor quality of the service or unfresh goods, there’s simply not enough consumer awareness about it. Since, the Euroopt is a sustainable grocery business and it doesn’t need to change the operational aspect there are few things to consider to make this online project more widely-spread. First of all, they should raise consumer awareness among young people as well as among the older generation. Secondly, they should increase consumer trust in product quality when purchasing online. Thirdly, it is necessary to raise the convenience of using an online website as a channel for buying groceries, creating a moreuser-friendly interface. In general, we can conclude that the Belarusian online market has a lot of perspectives and it should be developed further