A scoping review of online food retail: Who’s using it, what they are buying, and what tactics are used to promote healthy or unhealthy purchases

Abstract

Online grocery shopping is an increasingly common part of the retail food environment. However, existing reviews have yet to synthesize the large swath of online grocery shopping research. We searched seven databases for studies reporting empirical data on online grocery retailing and shopping. Two reviewers screened search results and extracted information from 117 manuscripts containing 122 studies. Most studies were conducted in North America, Europe, and Asia. Younger, highly educated, and higher-income individuals were most likely to use online grocery and time savings, convenience, and website usability were the most common motivators for use. Common deterrents included the inability to pick perishable items and a lack of trust in the in-store shopper. Barriers included delivery and service fees, difficulty navigating online ordering, and limited availability. Individuals were more likely to purchase bulky/heavy items and less likely to purchase impulse items and perishables like fresh produce. The most common online retail promotion was price discounting. However, shoppers reported that marketing tactics seemed less noticeable online compared to brick-and-mortar stores. Online grocery has gained popularity; nevertheless, barriers may reflect inequities in access. Research is needed to further understand how shopping online influences overall food purchases and how to ensure equitable access.