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This study investigates the antecedents of the intention to switch to e-grocery shopping during the COVID-19 pandemic, which is critical in recommending that e-grocery shopping service providers improve their competitiveness by responding to customer expectations. This study proposes a push–pull–mooring framework to describe the influence of dissatisfaction on the physical market, the attractiveness of e-grocery, and switching costs as factors that drive switching intentions. This study surveyed 252 Indonesians aware of the existence of an e-grocery mobile application, and applied structural equation modeling as an analytical method to explain causal relationships between variables thought to influence switching intentions to e-grocery shopping. The results showed that the attractiveness of e-grocery had a significant effect on switching intention. Likewise, switching costs ultimately drive customer intention to switch to e-grocery shopping. However, dissatisfaction is not a driving factor directly affecting switching costs and intentions. Finally, e-grocery services cannot replace the local tradition of Indonesian people who prefer to shop for groceries in physical markets. Nevertheless, these findings provide theoretical and practical contributions to retail grocery businesses that have integrated conventional and digital services as a future strategy that drives business sustainability.

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This activity is a “Design and Development of a Web-Commerce-based Strategy for Promotion of Micro, Small and Medium Enterprises for SMEs in the East Jakarta Region.” This is motivated by various obstacles experienced by SMEs when they are not sufficiently competitive with competitors in the market. The disruptive era has driven changes in various aspects of life, including market behavior. It is undeniable that business digitization plays a very important role in business activities. For this reason, this program aims to make SMEs especially those in the East Jakarta area able to be competitive through the designed Web-Commerce, which is named lapaksenggol.com. The lapaksenggol.com web-commerce is a promotional media that can be used optimally by SMEs in the East Jakarta area to make it easier to expand market share and get closer to consumers. In addition, in the long term, the existence of lapaksenggol.com Web-Commerce will increase consumer awareness of the existence of SMEs, build networking with other business units, and increase market confidence in SMEs. As a result of the collaboration with the East Jakarta Regional Cooperative, SMEs and Trade Sub-Department, the soft launching of the lapaksenggol.com web-commerce was carried out on June 22, 2021, and the socialization of lapaksenggol.com to SMEs in East Jakarta on August 19, 2021.