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This paper argues that there are four different ways in which customer value can be created in electronic grocery shopping, but that the chosen business model will set limits to whether ± and to what extent ± the firm will be able to offer value-adding services for consumers. The relationship between business models and customer value in online grocery shopping is exemplified, and some practical problems and opportunities in e-grocering are highlighted by presenting the case of Nettimarket.com, a Finnish Internet grocery business that was founded by an entrepreneur with no previous experience of the industry. His company is a start-up virtual grocery shop with a business model unattainable by the big industry players. The paper reports on the experiences of the company and the outlook of the entrepreneur after two and three years in business, respectively.

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