Abstract:
The concept of online shopping has been executed in the market to increase the convenience of
buying any product,with the rise of smartphone users in the market, companies expected a sudden shift of
consumers from offline stores to online, so many ventured into the market with seed funding, but in
practicality, it did not happen so. It is a cut throat competition between online and offline stores to gain
customers. Online stores based their promotion on huge discounts they offered making tremendous losses in
the hope of recovering them in the future and gaining loyalty of customers. The same strategy was not
adopted by the online grocery stores, their only unique selling preposition being the convenience of buying
grocery online. This was not enough for the Indian consumers to shift from brick and mortar stores to
virtual stores, because a one-day delivery system was not really convenient groceries include essential
product, which a consumer might need urgently, so it is very difficult for us to imagine a consumer
depending totally on the online grocery store with the quality of service they are providing right now
