Building an Online Grocery Business: The Case of

Building an Online Grocery Business: The Case of

Irene Yousept, Feng Li
Copyright: © 2005 |Pages: 22
DOI: 10.4018/jcec.2005040104
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This paper uses the case of, ASDA’s home-shopping arm, to demonstrate the challenges in building and developing an online grocery business in the UK. To set the stage, the initial implementation and learning from phone/catalogue home-shopping in ASDA is outlined to demonstrate why e-commerce was seen as most economically suitable to conduct a grocery home-shopping business. Then the paper illustrates the development stages and critical aspects of’s Web shop. Particularly, it delineates the operational aspects of B2C e-commerce in the grocery business: fulfillment center and fulfillment process. The case will also describe ASDA’s efforts in overcoming problems with their home-shopping fulfillment model and present important elements of’s virtual store and its operation. The paper concludes with the challenges that has been facing, their current status, and future prospects.

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