Baymard Institute once again provides a fantastic summary and findings from their in-depth research examining online grocery shopping. Several points stood out to me as unique departure from “traditional” online shopping:
1. Frequently or regularly purchased (e.g., “buy again” )
2. Ability to provide substitutions to sold out items
3. Delivery vs in-store pickup – sometimes in the same order
4. Ease of adding to card, often higher in the funnel than the traditional product detail page
Read the entire summary details here
Small things add up
ittybittyusability 