Theoretical perspectives and conceptual framework for online grocery shopping: Adapting to environmental circumstances and influencing internal factors

B üggemann, Philipp; Ma inez, Luis F.; Pauwels, Koen
A icle — Published Ve sion
Theo e ical pe spec i es and concep ual amewo k o online g oce y
shopping: Adap ing o en i onmen al ci cums ances and in luencing
in e nal ac o s
Elec onic Comme ce Resea ch
P o ided in Coope a ion wi h:
Sp inge Na u e
Sugges ed Ci a ion: B üggemann, Philipp; Ma inez, Luis F.; Pauwels, Koen (2025) : Theo e ical
pe spec i es and concep ual amewo k o online g oce y shopping: Adap ing o en i onmen al
ci cums ances and in luencing in e nal ac o s, Elec onic Comme ce Resea ch, ISSN 1572-9362,
Sp inge US, New Yo k, NY, Vol. 25, Iss. 3, pp. 2271-2307,
h ps://doi.o g/10.1007/s10660-025-09960-8
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/323365
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Vol.:(0123456789)
Elec onic Comme ce Resea ch (2025) 25:2271–2307
h ps://doi.o g/10.1007/s10660-025-09960-8
Theo e ical pe spec i es andconcep ual amewo k
o online g oce y shopping: Adap ing oen i onmen al
ci cums ances andin luencing in e nal ac o s
PhilippB üggemann1 · LuisF.Ma inez2 · KoenPauwels3
Accep ed: 25 Feb ua y 2025 / Published online: 3 Ap il 2025
© The Au ho (s) 2025
Abs ac
In ecen yea s, he a ailabili y o online g oce y shopping (OGS) has inc eased
globally. Howe e , conside able unce ain y pe sis s ega ding i s u u e de elop-
men and associa ed economic challenges. OGS p o ide s ace a dual challenge: hey
mus achie e sus ained g ow h in an inc easingly compe i i e ma ke while ensu ing
long- e m p o i abili y. Consequen ly, some p o ide s ha e been o ced o downsize
hei wo k o ce, exi speci ic ma ke s, o unde go acquisi ions by compe i o s. This
esea ch aims o educe his unce ain y by o e ing heo e ical pe spec i es and a
concep ual amewo k ha in eg a es bo h ex e nal and in e nal ac o s in luencing
OGS. Speci ically, he amewo k accoun s o en i onmen al ci cums ances—com-
p ising global, ma ke -speci ic, and consume -speci ic ci cums ances—as well as
in e nal ac o s, such as s a egic o ien a ion and ope a ional e ec i eness. Apply-
ing his amewo k o e s aluable insigh s o bo h academic esea ch and indus y
p ac ice. Fo schola s, i es ablishes a ounda ion o u he in es iga ion in o OGS
implemen a ion. F om a manage ial pe spec i e, he amewo k se es as a s a egic
ool o sys ema ically adap ing OGS o ex e nal condi ions while op imizing in e -
nal ope a ions o enhance i s iabili y and success.
Keywo ds E- ood· E-comme ce· Online g oce y· Online g oce y shopping·
Re ailing· Re ail
* Philipp B üggemann
philipp.b ueggemann@ e nuni-hagen.de
1 Fe nUni e si ä inHagen, Uni e si ä ss aße 11, 58097Hagen, Ge many
2 No a School o Business andEconomics, Uni e sidade No a de Lisboa, R. da Holanda 1,
2775-405Ca ca elos, Po ugal
3 No heas e n Uni e si y, 360 Hun ing on A enue, Bos on, MA, USA
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P.B üggemann e al.
1 In oduc ion
Online g oce y shopping (OGS) has been a esea ch opic since he 2000s [e.g.,
1–5]. Due o i s lowe adop ion compa ed o o he online shopping ca ego ies,
howe e , schola s appea ed o ha e p io i ized o he online indus ies [6, 7].
None heless, in ecen yea s, he e has been a no able change. As OGS e enue
and use pene a ion inc eases o e he las ew yea s o he op i e coun ies
(i.e., China, USA, Japan, India, and Uni ed Kingdom) and is expec ed o inc ease
con inuously in he coming yea s [8], esea ch in his domain has egained
momen um [7]. The COVID-19 pandemic appea s o ha e acili a ed he g ow h
o OGS, as indica ed by s a is ical da a and empi ical esea ch [8–11]. Howe e ,
he pos -pandemic ajec o y o OGS emains unce ain. Al hough he pandemic
appea s o ha e accele a ed he adop ion o OGS, i s usage declined signi ican ly
ollowing he easing o es ic ions and he end o lockdown measu es [12]. Ne -
e heless, ecen o ecas s sugges ha OGS will con inue o expand globally.
S a is a [8] p ojec s ha he global g oce y deli e y ma ke will expand om
USD 633.19 billion in 2022 o USD 1,347.28 billion by 2029, co esponding o
an a e age annual g ow h a e o 13.5%. In con as , he o e all ood ma ke is
p ojec ed o g ow a an a e age annual a e o only 6.7% un il 2029 [13]. Cu -
en s a is ics sugges ha he sha e o OGS wi hin he ood ma ke was 6.11%
in 2023, wi h a p ojec ed inc ease o 10.23% by 2029 [8, 13]. These p ojec ions
a e consis en wi h expe p edic ions, unde sco ing he g owing impo ance and
expec ed expansion o he OGS ma ke in he yea s ahead [14, 15]. While hese
s a is ics and expe analyses emphasize he subs an ial un apped po en ial o he
OGS ma ke , hey also highligh he conside able unce ain y su ounding i s
u u e de elopmen .
In addi ion o he unce ain y su ounding he de elopmen o OGS, he en i-
onmen al condi ions ha also can subs an ially in luence i s e olu ion emain
unce ain. The Uni ed Na ions De elopmen P og amme (UNDP) [16] empha-
sizes ha “ he wo ld oday is expe iencing mul iple c ises ha ein o ce each
o he ”. These c ises, shaped by he impac s o clima e change, biodi e si y loss,
ongoing con lic s and c ises, and he endu ing e ec s o he COVID-19 pan-
demic, p o oundly in luence global dynamics [16]. Du ing pe iods o unce ain y,
socie al p ac ices can shi signi ican ly [17]. In he con ex o global ins abil-
i y, he long- e m impac o OGS on he e ail landscape emains unce ain. This
highligh s he c i ical impo ance o inco po a ing en i onmen al ci cums ances
when examining OGS. A ocused app oach o OGS, a he han gene al e ailing,
is c i ical, as OGS di e ges signi ican ly om adi ional g oce y e ail in se e al
key aspec s, as p io esea ch has highligh ed. Fo example, e aile s aiming o
implemen OGS ace unique challenges in ul illmen [18–20].
Despi e he g owing impo ance o OGS and he p o ound impac o mul i-
ple global c ises, a comp ehensi e concep ual amewo k add essing he a i-
ous ac o s associa ed wi h OGS emains absen in bo h academic esea ch and
p ac ical applica ion. In a dynamic and expanding ma ke like OGS, a s uc u ed
app oach o s a egic planning is pa icula ly impo an . The p ac ical ele ance
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Theo e ical pe spec i es andconcep ual amewo k o online…
is unde sco ed by ecen de elopmen s, such as co po a e acquisi ions aimed a
ma ke consolida ion [21], employee layo s [22], and he wi hd awal o OGS
p o ide s om ce ain coun ies [23].
To add ess he iden i ied esea ch gap, his concep ual pape seeks o de elop a
comp ehensi e amewo k ha in eg a es key ac o s ele an o esea che s in es i-
ga ing OGS and g oce y e aile s who a e ei he conside ing o ha e al eady imple-
men ed OGS solu ions. The objec i e o his esea ch is o p o ide a s uc u ed and
ailo ed amewo k o OGS, o e ing clea and ac ionable guidelines o suppo
decision-making o p ac i ione s and o ad ance schola ly esea ch in he ield.
This s udy con ibu es o he li e a u e as a ounda ional e e ence o bo h aca-
demic inqui y and p ac ical applica ions. Fo esea che s, he amewo k se es as
a basis o sys ema ically analyzing he ac o s in luencing OGS, enabling s udies
o be posi ioned wi hin a b oade con ex while acili a ing a comp ehensi e exam-
ina ion o he OGS landscape. Fo businesses, i p o ides a p ac ical o e iew o
e alua e he oppo uni ies and isks associa ed wi h OGS, suppo ing s a egic and
in o med decision-making. By b idging hese dimensions, he amewo k os e s
bo h academic ad ancemen s and p ac ical insigh s, add essing he unique chal-
lenges and dynamics o he OGS ma ke .
2 Theo e ical backg ound andconcep ual amewo k
2.1 Theo e ical pe spec i es ononline g oce y shopping
Al hough esea ch on OGS da es back o he ea ly 2000s [1], i s de elopmen and
widesp ead adop ion emain ela i ely limi ed. While OGS con inues o g ow, i s
di usion is s ill in an ea ly s age, wi h ma ke o ecas s p edic ing a ma ke pene a-
ion o app oxima ely 10% by 2029 [8, 13]. Howe e , he ex en o which OGS will
achie e b oade consume adop ion emains unce ain. Cu en ma ke condi ions
sugges ha some p o ide s ace signi ican challenges in main aining hei ope a-
ions, esul ing in ma ke wi hd awals o comple e business exi s [23]. Gi en hese
dynamics, gaining a deepe unde s anding o heo ies ele an o OGS is essen ial
o bo h academic esea ch and p ac ical applica ion.
Theo ies on he pe o mance o echnological inno a ions in businesses can gen-
e ally be ca ego ized in o mac o-le el and mic o-le el pe spec i es. Mac o-le el
heo ies ake a b oad, ex e nal pe spec i e, analyzing ac o s such as egula o y
and en i onmen al in luences [24, 25], ma ke compe i ion [26], and indus y-wide
dynamics [27, 28] ha shape inno a ion adop ion. In con as , mic o-le el heo ies
ocus on how indi idual businesses de elop, implemen , and in eg a e echnological
inno a ions wi hin hei s a egic and ope a ional amewo ks [29–42]. The ollow-
ing sec ions analyze hese heo ies wi hin he mac o- and mic o-le el pe spec i es,
emphasizing hei speci ic ele ance o OGS.
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2.1.1 Mac o‑le el heo ies
PESTEL amewo k: The PESTEL amewo k [24] analyzes poli ical, economic,
social, echnological, en i onmen al, and legal ac o s in luencing an indus y. In
OGS, ex e nal ac o s such as go e nmen egula ions, economic condi ions, ech-
nological ad ancemen s, and shi ing consume beha io play a c ucial ole. Fo
ins ance, COVID-19 lockdowns empo a ily inc eased OGS demand as consume s
sough sa e shopping al e na i es [12].
Po e ’s i e o ces: Po e [25] de eloped he Fi e Fo ces amewo k o sys ema i-
cally analyze he compe i i e dynamics wi hin an indus y. This model iden i ies i e
key o ces ha shape ma ke compe i ion: he h ea o new en an s, he ba gaining
powe o supplie s, he ba gaining powe o buye s, he h ea o subs i u es, and
indus y i al y. In he con ex o OGS, businesses ope a e in an in ensely compe i-
i e en i onmen , whe e adi ional supe ma ke s, digi al pla o ms, and eme ging
ma ke en an s ie o ma ke sha e. Unde s anding hese compe i i e o ces ena-
bles i ms o de elop e ec i e p icing s a egies, s a egic pa ne ships, and di e -
en ia ion ac ics, allowing hem o s eng hen hei ma ke posi ion and achie e a
sus ainable compe i i e ad an age.
Ins i u ional heo y: DiMaggio and Powell [26] in oduced Ins i u ional Theo y,
which examines how o ganiza ions adap o social, poli ical, and economic p essu es
o achie e legi imacy wi hin hei indus y. The heo y iden i ies h ee dis inc o ms
o ins i u ional p essu e ha in luence o ganiza ional beha io : egula i e p essu es,
which s em om laws, policies, and go e nmen al egula ions; no ma i e p essu es,
which a ise om indus y s anda ds and p o essional bes p ac ices; and cogni i e
p essu es, which e lec cul u al belie s, socie al alues, and consume expec a ions.
In he con ex o OGS, hese ins i u ional o ces can signi ican ly shape business
s a egies. Regula i e p essu es include go e nmen egula ions on e-comme ce
ope a ions, da a p o ec ion, and ood sa e y s anda ds. No ma i e p essu es eme ge
om es ablished p ac ices in OGS ela ed o quali y con ol, logis ics, and e hical
sou cing. Meanwhile, cogni i e p essu es a e d i en by e ol ing consume expec a-
ions, e.g., ega ding con enience, sus ainabili y, and e hical business p ac ices.
Theo y o dis up i e inno a ion: Ch is ensen [27] in oduced he Theo y o Dis-
up i e Inno a ion, which explains how eme ging echnologies and business mod-
els ini ially ca e o niche ma ke s be o e g adually eshaping en i e indus ies.
OGS ep esen s a pa ially dis up i e inno a ion in he g oce y sec o , as i shi s
consume p e e ences om adi ional b ick-and-mo a s o es o digi al pla o ms.
Howe e , a comple e displacemen o physical g oce y s o es emains unlikely, as
many consume s con inue o alue in-pe son shopping expe iences [12].
Ne e heless, ad ancemen s in online pla o ms, AI-d i en in en o y manage-
men , and au onomous deli e y sys ems ha e he po en ial o d i e a signi ican
indus y ans o ma ion, pa icula ly o speci ic consume segmen s. While OGS
may no ully dis up he g oce y indus y in he way Ch is ensen desc ibes, his

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Theo e ical pe spec i es andconcep ual amewo k o online…
mac o-le el heo y emains essen ial o unde s anding how online g oce y se ices
eshape ma ke s uc u es.
Ecosys em heo y: Adne [28] in oduced Ecosys em Theo y, which examines how
i ms ope a e wi hin in e connec ed ne wo ks o supplie s, pa ne s, and cus ome s.
This mainly mac o-le el heo y emphasizes ha success is de e mined by he coo -
dina ed in e ac ions among all ecosys em pa icipan s a he han he pe o mance o
indi idual i ms alone. In he con ex o OGS, businesses ely on a complex ecosys-
em ha includes e aile s, logis ics p o ide s, echnology pa ne s, and egula o y
bodies. The e ec i eness o OGS pla o ms depends on he seamless coo dina ion
among hese ac o s o op imize business pe o mances.
2.1.2 Mic o‑le el heo ies
Di usion o inno a ions (DOI): Roge s’ Di usion o Inno a ions (DOI) Theo y
[29] explains how new echnologies and se ices a e adop ed by consume s o e
ime. This p ocess is shaped by i e key a ibu es: ela i e ad an age, e e ing o
he pe cei ed bene i s o e exis ing al e na i es; compa ibili y, which e lec s align-
men wi h consume needs and habi s; complexi y, indica ing he ease o use; ial-
abili y, which conside s oppo uni ies o es he inno a ion be o e ull adop ion; and
obse abili y, o he ex en o which he bene i s a e isible o o he s.
DOI is classi ied as a mic o-le el heo y, as he di usion p ocess is p ima ily
d i en by hese a ibu es a he indi idual le el. A c i ical aspec o he heo y is he
in luence o ea ly adop e s, who acili a e b oade adop ion by shaping ma ke pene-
a ion a es. In he con ex o OGS, DOI p o ides a amewo k o iden i ying ea ly-
adop ing consume segmen s and unde s anding he ac o s ha d i e hei adop ion.
Younge , ech-sa y consume s a e mo e likely o emb ace OGS [43], whe eas o h-
e s may hesi a e due o conce ns ega ding p oduc quali y, deli e y eliabili y, o
he pe sis ence o exis ing shopping habi s.
Expec a ion-con i ma ion heo y (ECT): Oli e ’s Expec a ion-Con i ma ion The-
o y (ECT) [31] explains pos -adop ion consume beha io , pa icula ly in ela ion o
cus ome sa is ac ion and epu chase in en ions. Acco ding o ECT, when consum-
e s’ expec a ions a e me o exceeded, hey expe ience sa is ac ion, leading o con-
inued usage. Con e sely, i expec a ions a e no ul illed, dissa is ac ion can esul
in disengagemen . In he con ex o OGS, businesses can le e age ECT o de elop
e ec i e cus ome e en ion s a egies, such as cus ome eedback loops, loyal y
p og ams, and p oac i e issue esolu ion, all o which help imp o e se ice elia-
bili y, s eng hen consume us , and encou age long- e m engagemen wi h OGS
pla o ms.
Ne wo k ex e nali ies heo y: Ka z and Shapi o [32] in oduced he Ne wo k
Ex e nali ies Theo y, which posi s ha he alue o a se ice o p oduc inc eases as
he numbe o use s g ows. This e ec can be classi ied in o wo ypes: di ec ne -
wo k e ec s, whe e a la ge use base enhances in e ac ion and engagemen among
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P.B üggemann e al.
consume s (e.g., pee in luence and social alida ion), and indi ec ne wo k e ec s,
whe e inc eased adop ion a ac s mo e complemen a y se ices, supplie s, and
in es men in in as uc u e. Since he heo y is p ima ily conce ned wi h e alua ing
he alue o speci ic p oduc s o se ices, we classi y i as a mic o-le el heo y.
In he con ex o OGS, ne wo k e ec s play a c i ical ole in shaping ma ke
expansion and ope a ional e iciency. As mo e consume s adop OGS, deli e y ne -
wo ks scale, supplie pa ne ships expand, and online pla o ms become mo e e i-
cien . Thus, le e aging ne wo k ex e nali ies is essen ial o indi idual OGS p o id-
e s o d i e adop ion, op imize logis ics, and es ablish a compe i i e ad an age.
Technology accep ance heo ies: The Technology Accep ance Model (TAM),
de eloped by Da is [33, 34] and oo ed in he Theo y o Reasoned Ac ion (TRA)
[30], explains echnology adop ion based on wo key de e minan s: pe cei ed use-
ulness and pe cei ed ease o use. Howe e , TRA—and by ex ension, TAM—did
no accoun o ex e nal cons ain s o an indi idual’s con idence in e ec i ely using
echnology. To add ess his limi a ion, Ajzen in oduced he Theo y o Planned
Beha io (TPB) [35], which inco po a ed pe cei ed beha io al con ol—a cons uc
ha e lec s bo h sel -e icacy and si ua ional ba ie s ha may hinde adop ion
despi e posi i e in en ions.
Al hough TPB and TAM we e ini ially de eloped as sepa a e models, la e ex en-
sions o TAM in eg a ed elemen s o TPB. TAM2 [38] expanded he o iginal ame-
wo k by including subjec i e no ms and esul demons abili y, acknowledging he
in luence o social ac o s and obse able bene i s on adop ion. TAM3 [42] u he
e ined he model by inco po a ing emo ional and con ol- ela ed ac o s, such as
compu e anxie y and pe cei ed beha io al con ol, he eby aligning mo e closely
wi h TPB’s b oade app oach o decision-making.
To uni y hese e ol ing models, Venka esh e al. [39] de eloped he Uni ied The-
o y o Accep ance and Use o Technology (UTAUT) [39], in eg a ing key elemen s
om TRA, TAM, TPB, and o he amewo ks. UTAUT in oduced ou co e con-
s uc s: pe o mance expec ancy, e o expec ancy, social in luence, and acili a ing
condi ions, o e ing a mo e comp ehensi e pe spec i e on echnology adop ion.
In he con ex o OGS, hese models p o ide aluable insigh s in o consume
adop ion beha io by iden i ying key d i e s such as pe cei ed con enience, us ,
social in luence, and echnological ease o use. A deepe unde s anding o hese ac-
o s enables e aile s o enhance he use expe ience and educe ba ie s o adop ion.
Resou ce-based iew (RBV): The Resou ce-Based View (RBV) by Ba ney [36]
a gues ha i ms achie e a sus ainable compe i i e ad an age by possessing alu-
able, a e, inimi able, and non-subs i u able esou ces. Since his heo y ocuses on
indi idual i ms a he han a b oade indus y pe spec i e, we classi y RBV as a
mic o-le el heo y. In OGS, key esou ces can include logis ics in as uc u e, b and
epu a ion, cus ome da a analy ics, and AI-d i en in en o y managemen . Busi-
nesses wi h supe io echnology and supply chain in eg a ion can po en ially ou pe -
o m compe i o s because hese asse s a e di icul o eplica e.
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Theo e ical pe spec i es andconcep ual amewo k o online…
Mo i a ion-oppo uni y-abili y (MOA): The Mo i a ion-Oppo uni y-Abili y
(MOA) Model, p oposed by MacInnis e al. [37], explains beha io as a unc ion
o mo i a ion (desi e o ac ), oppo uni y (ex e nal enable s), and abili y (indi id-
ual capaci y o ac ). I one o hese h ee ac o s is missing, beha io al engagemen
is unlikely. In OGS, mo i a ion could be con enience o ime sa ings, oppo uni y
could be a ailabili y o deli e y se ices, and abili y could be digi al li e acy o us
in he pla o m. Businesses can op imize OGS adop ion by ensu ing ha all h ee
elemen s a e op imized.
Habi heo y (HT): The Habi Theo y (HT) p oposed by Ve planken and O bell
[40] explains ha epe i i e beha io s become au oma ic when pe o med consis -
en ly in a s able con ex . OGS adop ion is no jus a a ional decision bu also a
beha io al shi equi ing habi ual o ma ion. Many consume s a e accus omed o
in-s o e g oce y shopping, making habi ual beha io a signi ican ba ie . Re aile s
can le e age HT by o e ing subsc ip ion models, eminde no i ica ions, and pe -
sonalized eo de unc ions o help consume s in eg a e OGS in o hei ou ine.
Push–pull-moo ing (PPM): Bansal e  al. [41] p oposed he Push–Pull-Moo ing
(PPM) model, which explains why consume s swi ch om one se ice o ano he .
Push ac o s (e.g., dissa is ac ion wi h in-s o e shopping), pull ac o s (e.g., con eni-
ence o online shopping), and moo ing ac o s (e.g., habi ual esis ance) de e mine
consume mig a ion. Fo OGS, PPM can be use ul in unde s anding why some con-
sume s ansi ion om adi ional supe ma ke s o online pla o ms. Fac o s such as
c owded s o es, long checkou lines, and ime cons ain s (push) make OGS appeal-
ing. Howe e , moo ing ba ie s—such as lack o us , pe cei ed complexi y, o
deli e y ees—mus be add essed as well.
2.1.3 Summa y o  heo ies ele an oonline g oce y shopping
Table1 p o ides a summa y o he selec ed heo ies ele an o OGS, ca ego ized
in o mac o-le el and mic o-le el pe spec i es. A comp ehensi e lis , including
de ailed desc ip ions and he ull names o he heo ies, is a ailable in Appen-
dix. By sys ema ically o ganizing hese heo e ical app oaches, we aim o o e a
ho ough examina ion o key aspec s in luencing OGS adop ion and pe o mance.
Addi ionally, we illus a e he p ac ical applica ion o hese heo ies in he con-
ex o OGS.
2.2 Concep ual amewo k omanage online g oce y shopping
2.2.1 Ra ionale ando e iew
MacInnis [44] poin s ou ha a concep ual con ibu ion can be achie ed by clea ly
delinea ing and summa izing a esea ch objec i e, he eby enhancing unde s and-
ing wi hin a speci ic domain. The au ho de ines delinea ion as he p ocess o
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Table 1 Summa y o mac o- and mic o-le el heo ies ele an o OGS1
1 A de ailed o e iew o all conside ed heo ies, along wi h hei ull names, is p o ided in Appendix.
Pe spec i e Focus a ea Theo ies Example applica ion in OGS
Mac o-le el Regula o y amewo ks, indus y compe i ion,
echnological ad ancemen s, and en i onmen al
in luences
PESTEL [24], Po e ’s Fi e Fo ces [25], Ins i-
u ional Theo y [26], Di usion o Dis up i e
Inno a ion [27], Ecosys em Theo y [28]
Unde s anding how, e.g., global
shocks, ma ke egula ions,
echnological ad ancemen s, o
changes in consume demand
impac online g oce y ma ke s
Mic o-le el Indi idual and o ganiza ional decision-making,
adop ion, and con inued usage beha io
DOI [29], TRA [30], ECT [31], Ne wo k Ex e nali-
ies [32], TAM [33, 34], TPB [35], MOA [36],
RBV [37], TAM2 [38], UTAUT [39], HT [40],
PPM [41], TAM3 [42]
Unde s anding how consume s
adop , accep , and epea edly
use OGS, conside ing ac o s
like con enience, us , and
social in luence
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Theo e ical pe spec i es andconcep ual amewo k o online…
egula o y amewo ks can shape ma ke ope a ions. A pa icula ly ele an example
o OGS is he implemen a ion o uni o m EU-wide ood labeling egula ions [96]
alongside addi ional ood sa e y laws [97].
E-comme ce egula ions a e especially impo an o e aile s engaged in OGS,
as hey go e n digi al ansac ions, consume igh s, and da a p o ec ion. Mo eo e ,
sus ainabili y egula ions [65] and was e managemen laws [98] ha e gained inc eas-
ing signi icance in he con ex o clima e p o ec ion and esou ce conse a ion.
Gi en he escala ing clima e c isis, e ol ing egula o y equi emen s play a c ucial
ole in shaping OGS, pa icula ly by p omo ing en i onmen ally sus ainable logis-
ics, minimizing packaging was e, and ensu ing compliance wi h esou ce conse a-
ion egula ions.
Compe i i e s uc u e: Unde s anding he compe i i e s uc u e wi hin a ma ke is
a c i ical ac o in de e mining he success o ailu e o a business model, pa icu-
la ly in he con ex o OGS. Fo ins ance, an OGS p o ide en e ing he Ge man
ma ke mus na iga e in ense compe i ion in bo h b ick-and-mo a and online e ail,
as he g oce y sec o is la gely domina ed by a ew majo e ail chains [99].
The compe i i e s uc u e o a gi en ma ke encompasses no only di ec com-
pe i ion among exis ing playe s bu also b oade indus y shi s, such as he eme -
gence o new logis ics models in he OGS sec o [100]. On one hand, adi ional
b ick-and-mo a e aile s a e expanding in o OGS by le e aging hei es ablished
physical in as uc u e. On he o he hand, new pu e online g oce y p o ide s a e
en e ing he ma ke , posi ioning hemsel es as di ec compe i o s o hese incum-
ben e aile s [15]. The absence o a physical s o e ne wo k in pu e online g oce y
models in oduces new ma ke dynamics ha ha e he po en ial o dis up exis ing
s uc u es. Howe e , en e ing he ma ke as a pu e OGS p o ide p esen s signi ican
challenges, as hese i ms mus build new ope a ional s uc u es while compe ing
agains well-es ablished e aile s and ing ained consume pu chasing habi s.
Mo eo e , economic down u ns can u he in ensi y compe i ion wi hin he ma -
ke [101]. Gi en he al eady high le el o compe i ion in he g oce y sec o and he
ypically highe p ices associa ed wi h OGS, pe iods o economic unce ain y can
ha e pa icula ly p onounced e ec s. Fo ins ance, du ing such imes, consume s
may inc easingly shi back o shopping a b ick-and-mo a discoun e aile s a he
han using online g oce y se ices.
3.1.3 Consume ‑speci ic ci cums ances
Consume -speci ic ci cums ances encompass all ac o s ha in luence po en ial con-
sume s wi hin a gi en ma ke . Unlike ma ke -speci ic ci cums ances, consume -spe-
ci ic ci cums ances can a y signi ican ly wi hin he same ma ke and may e en be
con adic o y. Unde s anding hese ci cums ances is essen ial o i ms, as consume
cha ac e is ics play a pi o al ole in analyzing pu chasing beha io and p edic ing
ends [102]. Addi ionally, consume pu chase beha io is a key de e minan in

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P.B üggemann e al.
op imizing bo h cu en and u u e business pe o mance [103]. To p o ide a s uc-
u ed app oach, we di e en ia e be ween consume -speci ic ci cums ances ela ed
o consume cha ac e is ics—such as demog aphics and a i udes—and hose asso-
cia ed wi h ac ual pu chase beha io . This dis inc ion is jus i ied and examined in
de ail in he ollowing sec ions wi hin he con ex o OGS.
Consume cha ac e is ics: B üggemann and Pauwels [43] sugges ha consume
cha ac e is ics can be assessed based on demog aphic ac o s and consume a i udes
wi hin a speci ic ma ke . The TPB posi s ha a i udes in luence consume beha -
io [35], while Punj [104] a gues ha demog aphic a ibu es such as educa ion,
income, and age mode a e online pu chasing beha io .
In he con ex o OGS, B üggemann and Pauwels [43] ind ha online g oce y
shoppe s end o be younge , mo e echnologically inclined, less p ice-sensi i e, and
mo e b and-conscious. B aun and Osman [105] u he highligh ha o consum-
e s o e he age o 50, ac o s such as home deli e y, p oduc a ie y, con enience,
and cu iosi y a e key mo i a o s o OGS adop ion. Addi ionally, hey obse e ha
egional p oduc a ailabili y plays a signi ican ole in encou aging olde consume s
o engage wi h OGS.
These di e ences in consume cha ac e is ics ha e impo an implica ions o he
e ec i e implemen a ion o OGS, pa icula ly in he a eas o app design, p oduc
asso men , and p icing s a egies. To op imize adop ion and engagemen , OGS p o-
ide s should accoun o shi s in consume cha ac e is ics, including demog aphic
ac o s, g owing demand o con enience, echnology anxie y, and changing a i-
udes owa d sus ainabili y.
Di e en ypes o c ises can in luence consume cha ac e is ics in dis inc ways.
Maje o a and Cizko a [106] p o ide e idence om he Czech ma ke , showing
ha he posi i e end o o ganic p oduc s obse ed be o e he 2008 inancial c i-
sis disappea ed in i s a e ma h. In con as , esea ch on he COVID-19 pandemic
e eals a di e en pa e n, indica ing ha demand o o ganic ood inc eased du ing
his pe iod [107]. These indings highligh ha consume cha ac e is ics can shape
demand in di e en ways, pa icula ly du ing c ises. Unde s anding hese dynamics
ela ed o consume cha ac e is ics is especially impo an in eme ging ma ke s such
as OGS, whe e he abili y o adap o he impac s o di e en c ises is c ucial o
long- e m success.
Pu chase beha io : In addi ion o consume cha ac e is ics, po en ial changes in
consume pu chase beha io play a c i ical ole in e ailing, pa icula ly in imes o
c isis. Fo example, Rogge een and Se hu aman [108] p edic ed las ing ans o ma-
ions in he e ail sec o due o he COVID-19 pandemic. Empi ical s udies u he
suppo his no ion, demons a ing ha consume beha io is in luenced by mac o-
economic ac o s such as GDP and income le els [82] as well as by c isis e en s like
he COVID-19 pandemic [12].
Pu chase beha io , as a consume -speci ic ci cums ance, is pa icula ly ele an
in he con ex o OGS, an eme ging ma ke ha con inues o e ol e. Kuikka e al.
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Theo e ical pe spec i es andconcep ual amewo k o online…
[109] analyzed he pe o mance o g oce y e aile s ac oss p e-pandemic, pandemic,
and pos -pandemic pe iods, iden i ying signi ican shi s in OGS beha io s. These
indings unde sco e he necessi y o unde s anding pu chase beha io o an icipa e
ma ke dynamics and consume adap a ion o c ises.
Beyond he impac o he pandemic, an impo an ques ion a ises ega ding he
ela ionship be ween s a ed p e e ences (a i udes) and e ealed p e e ences (ac ual
beha io ) [110], pa icula ly in he con ex o online e sus o line shopping [111].
In pe iods o mul iple c ises and heigh ened economic and psychological unce -
ain y, shi s in consume beha io a e likely. The e o e, in eg a ing pu chase beha -
io insigh s is essen ial o shaping he u u e ajec o y o OGS.
One c i ical aspec o pu chase beha io is p ice sensi i i y du ing economic
down u ns [62]. Consume s end o shi owa ds lowe -cos p i a e label b ands in
ecessions [112]. I OGS p o ide s ail o an icipa e his end and adjus hei p od-
uc asso men s acco dingly, hey isk losing a subs an ial po ion o hei cus ome
base. Gi en ha cus ome acquisi ion in OGS o en equi es signi ican in es men ,
p o ide s mus ensu e long- e m cus ome e en ion o mee in es o expec a ions.
Ano he key dimension o pu chase beha io ela es o he g owing emphasis on
sus ainabili y, which has d i en inc eased demand o o ganic p oduc s [113]. How-
e e , dispa i ies in he a ailabili y o o ganic goods be ween online and o line dis-
ibu ion channels pe sis [111], alongside a ising consume p e e ence o egan
p oduc s [114]. As sus ainabili y conce ns con inue o shape pu chasing decisions,
OGS p o ide s mus accoun o po en ial impac s o c ises and s a egically adap
hei o e ings o mee e ol ing consume expec a ions.
3.2 In e nal ac o s inonline g oce y shopping
3.2.1 S a egic posi ioning
Acco ding o Po e [54, p. 43], s a egy is de ined as “ he c ea ion o a unique
and aluable posi ion, in ol ing a di e en se o ac i i ies.” Building on his
de ini ion, s a egy can be unde s ood as encompassing all long- e m decisions
made by a i m o achie e a compe i i e ad an age and d i e posi i e ou comes.
In examining s a egy as an in e nal o ganiza ional ac o , we di e en ia e among
h ee o igins o s a egic posi ioning, as ou lined by Po e [54]: a ie y-based
posi ioning, needs-based posi ioning, and access-based posi ioning.
By dis inguishing among hese h ee s a egic posi ioning app oaches, i ms
can sys ema ically e alua e and e ine hei ma ke s a egies, ul ima ely s eng h-
ening hei long- e m compe i i e posi ion in he OGS sec o . This di e en ia-
ion is pa icula ly ele an o OGS p o ide s, as hey mus na iga e an in ensely
compe i i e and apidly e ol ing digi al landscape. The ollowing sec ions p o-
ide a de ailed explana ion o hese di e en posi ioning s a egies and highligh
hei speci ic ele ance o he OGS ma ke .
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P.B üggemann e al.
Va ie y-based posi ioning: Po e [54] de ines a ie y-based posi ioning as he
se up o p oduc and se ice di e en ia ion wi hin an indus y, encompassing s a e-
gies ha c ea e a unique selling p oposi ion by dis inguishing a i m om i s com-
pe i o s. While OGS does no ace physical shel limi a ions o adi ional e ail,
he display space on digi al de ices—pa icula ly mobile de ices—du ing p oduc
selec ion p esen s a c i ical challenge [115, 116]. This aises impo an s a egic
conside a ions ega ding a ie y-based posi ioning in OGS.
Al hough he ‘online shel ’ o g oce ies is heo e ically boundless, he op imal
asso men b ead h equi ed o e ec i ely se e a ge cus ome s and ensu e OGS
success emains unce ain. Since OGS ope a es h ough digi al in e aces, ypically
mobile applica ions, displayed p oduc s and p ices can be dynamically adjus ed.
Howe e , his lexibili y also p esen s s a egic challenges ega ding which p oduc s
and a ia ions an OGS p o ide should o e , necessi a ing ca e ul ope a ional plan-
ning. Achie ing an e ec i e balance be ween pe sonalized p oduc o e ings and
supply chain p o i abili y is essen ial.
Despi e he signi ican op imiza ion po en ial o e ed by da a gene a ed wi hin he
app, p o i abili y emains a cen al challenge o OGS p o ide s [117]. One po en ial
app oach o enhancing a ie y-based posi ioning in a sus ainable manne is le e ag-
ing AI o asso men op imiza ion [118]. These da a-d i en insigh s can no only
e ine p oduc selec ion s a egies and imp o e pe sonaliza ion bu also enable OGS
p o ide s o dynamically adjus hei a ie y-based posi ioning in esponse o di e -
en economic condi ions, such as pe iods o economic expansion o ecession.
Needs-based posi ioning: Po e [54] de ines needs-based posi ioning as he
accommoda ion o di e se cus ome needs ei he wi hin he same indi idual ac oss
a ious demands o among di e en cus ome coho s. This app oach is closely
linked o segmen a ion s a egies, enabling i ms o ailo hei p oduc s and se ices
o speci ic consume p e e ences using a ious me hodologies [119]. In e-com-
me ce, segmen a ion is pa icula ly signi ican due o he as amoun o consume
da a gene a ed h ough online ansac ions [120], unde sco ing i s c i ical ole in
OGS.
Needs-based posi ioning is pa icula ly ele an o OGS p o ide s, as i allows
hem o a ge speci ic consume segmen s, such as ime-sensi i e shoppe s wi h
high con enience expec a ions, indi iduals wi h limi ed mobili y, o sus ainabili y-
conscious cus ome s. By add essing he dis inc needs o hese g oups, OGS p o id-
e s can enhance cus ome sa is ac ion and os e long- e m loyal y. B and e al. [121]
iden i y i e dis inc segmen s among online g oce y shoppe s based on consume
a i udes, no ms, belie s, and pe cep ions, ein o cing he impo ance o conside -
ing consume -speci ic con ex s and sys ema ic di e ences among cus ome coho s.
To u he e ine consume - a ge ed s a egies, Me gne e al. [123, 124] p opose an
analy ical app oach o assessing he impac o ma ke ing s a egies ac oss di e en
segmen s, o e ing aluable insigh s o p ac i ione s in op imizing posi ioning s a -
egies in e ailing.
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Theo e ical pe spec i es andconcep ual amewo k o online…
Beyond segmen a ion, pe sonaliza ion plays a c ucial ole in OGS. Unlike b ick-
and-mo a e ail, OGS acili a es he collec ion o ex ensi e consume da a, which
can be le e aged o p o ide pe sonalized o e s and p icing, he eby enhancing he
o e all cus ome expe ience [122]. The aspec o needs-based posi ioning is pa icu-
la ly ele an du ing economically challenging pe iods, such as inancial c ises o
pandemics, as p ice sensi i i y inc eases [63] and consume s a e mo e likely o shi
hei pu chases owa d lowe -cos p oduc s a discoun e aile s.
Access-based posi ioning: In his s a egic in e nal ac o , he p ima y ocus is on
iden i ying and accessing po en ial cus ome s. Acco ding o Po e [54], bo h mass-
ma ke and niche-ma ke app oaches can be e ec i e and p o i able. Building on
his ounda ion, we a gue ha in he con ex o OGS, he s a egic selec ion o a ge
cus ome g oups is a key de e minan o long- e m success. OGS p o ide s mus
con inuously e alua e which consume segmen s o ocus on and whe he his a ge -
ing can suppo a sus ainable and p o i able business model.
A c i ical ac o in his decision is he las -mile challenge [19, 125], which neces-
si a es a subs an ial cus ome base o achie e economies o scale. Gi en he unce -
ain de elopmen o OGS and he dis inc cha ac e is ics o online g oce y shop-
pe s compa ed o o line consume s [43], i emains unclea whe he OGS p o ide s
should adop a b oad-ma ke app oach o s a egically a ge speci ic consume seg-
men s o enhance long- e m sus ainabili y. This s a egic choice can signi ican ly
in luence he iabili y o an OGS p o ide .
Fu he mo e, he decision o in eg a e o exclude quick comme ce is a c i ical
s a egic conside a ion wi hin OGS [126]. Quick comme ce ca e s o a speci ic
consume segmen and enables p o ide s o espond apidly o eme ging demands.
Howe e , i s implemen a ion equi es subs an ial inancial in es men , which can be
pa icula ly isky i demand p ojec ions and ope a ional e iciencies a e no ca e ully
e alua ed. Du ing pe iods o unce ain y, pa icula ly in imes o mul iple c ises,
consume s’ willingness o pay o quick comme ce se ices may dec ease subs an-
ially, po en ially jeopa dizing he iabili y o such o e ings.
3.2.2 Ope a ional e ec i eness
Acco ding o Po e [54], he ounda ions o s a egic posi ions unde pin ope a-
ional e ec i eness. The ansla ion o s a egy in o ac ion necessi a es i s ope a-
ional implemen a ion, conside ing he p e ailing en i onmen al ci cums ances.
In he con ex o OGS, we p esen selec ed examples o illus a e key aspec s o
ope a ional e ec i eness. I is impo an o no e ha hese examples se e as ep-
esen a i e illus a ions ele an o OGS, hough addi ional ac o s may also con-
ibu e o an o ganiza ion’s ope a ional e ec i eness in his sec o .
A c i ical ac o in OGS is logis ics and supply chain managemen , pa icu-
la ly ega ding g oce y ul illmen , which di ec ly impac s se ice eliabili y
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P.B üggemann e al.
and e iciency. Addi ionally, echnology and IT in as uc u e play a i al ole,
especially when a ge ing a mass ma ke ( e e o access-based posi ioning). Fo
ins ance, acili a ing echnology accep ance in OGS p esen s a challenge ha
necessi a es s a egic planning and e ec i e implemen a ion o op imize ope a-
ional e ec i eness. Gi en he highly compe i i e na u e o he e ail indus y,
pa icula ly in he eme ging OGS ma ke , use expe ience, cus ome se ice, and
loyal y a e also c ucial ac o s. The abili y o e ain cus ome s h ough high se -
ice quali y and pe sonalized expe iences can p o ide a signi ican compe i i e
ad an age. The ollowing sec ions u he elabo a e on hese key examples o
ope a ional e ec i eness in OGS.
Logis ics and supply chain managemen : One o he key ope a ional challenges in
OGS is logis ics and supply chain managemen . Unlike adi ional b ick-and-mo a
e ail, whe e cus ome s pick up p oduc s in-s o e, OGS o en elies on home deli -
e y, leading o addi ional logis ics cos s o e aile s [18–20]. The need o main ain
a cold chain o pe ishable goods u he complica es logis ics, inc easing ope a-
ional expenses o OGS p o ide s [127]. Howe e , ce ain e iciencies can o se
hese cos s, such as a educed need o p emium s o e loca ions [128] and po en-
ially lowe labo cos s compa ed o b ick-and-mo a e aile s [129]. Addi ionally,
logis ics cos s can a y signi ican ly among e aile s, depending on hei ope a ional
s uc u es and s a egic decisions [129]. Gi en he cen al ole o supply chain man-
agemen – pa icula ly he deli e y p ocess – in OGS, e aile s mus ca e ully assess
and op imize di e en supply chain models o enhance e iciency and cos -e ec i e-
ness [130].
Supplie ela ionships and p ocu emen a e also c i ical ac o s in OGS supply
chain managemen [131]. Re aile s wi h es ablished b ick-and-mo a ope a ions
can le e age exis ing in as uc u e and supplie ela ionships o suppo hei OGS
ini ia i es. In con as , new ma ke en an s, pa icula ly pu e-play online e aile s,
ace g ea e challenges in de eloping e icien supply chains [132]. Fo hese i ms,
o ming s a egic pa ne ships wi h es ablished o line e aile s o logis ics p o ide s
could be ins umen al in building e ec i e deli e y ne wo ks and ensu ing ope a-
ional iabili y. Gi en he c i ical ole o logis ics and supply chain managemen in
OGS, coupled wi h he ulne abili y o supply chains du ing c ises [133], his aspec
becomes pa icula ly essen ial o OGS ope a ions in imes o unce ain y.
Technology and IT in as uc u e: Technology and IT in as uc u e a e c i ical
componen s o ope a ional e ec i eness in OGS. A key dis inc ion in OGS is he
online o de ing p ocess, which akes place h ough digi al de ices. This cha ac e is-
ic in oduces se e al unique challenges and oppo uni ies, including he absence o
a physical ‘ eel and ouch’ expe ience [134, 135], di e ences in p oduc p esen a ion
(whe e he digi al shel is heo e ically unlimi ed, bu sc een space is cons ained),
and he po en ial o dynamic p icing ailo ed o pe sonalized o e s in online e ail

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Theo e ical pe spec i es andconcep ual amewo k o online…
[136]. Addi ionally, ecommenda ion agen s can be le e aged o enhance he shop-
ping expe ience and in luence pu chasing decisions [137].
Fo an OGS p o ide , ensu ing a use - iendly and con enien echnology in e -
ace is essen ial. Mo eo e , cus ome accep ance o algo i hmic applica ions plays
a c ucial ole; i consume s pe cei e hese sys ems as in usi e o un us wo hy, i
could lead o a ejec ion o he se ice o e en boyco s o he OGS p o ide .
Fu he mo e, AI o e s subs an ial po en ial o enhancing ope a ional e ec i e-
ness in OGS. As OGS ansac ions occu en i ely online, AI acili a es he con-
inuous op imiza ion o p oduc asso men s, allowing p o ide s o ailo o e ings
o indi idual cus ome p e e ences and e en adap o con ex -speci ic needs (e.g.,
adjus ing ecommenda ions based on di e en ime ames o p oduc ca ego ies).
Addi ionally, AI can be le e aged o consume -cen ic in en o y op imiza ion in
online e ail [138] and o imp o ing e-g oce y o de ul illmen , pa icula ly in las -
mile deli e y [139].
Beyond indi idual consume p e e ences, AI can also inco po a e mac oeco-
nomic ac o s, such as economic g ow h, ecessions, o in la ion ends, in o ope a-
ional decision-making. By analyzing economic indica o s, AI-d i en sys ems can
help OGS p o ide s an icipa e shi s in consume beha io , adjus p icing s a egies,
and op imize asso men s acco dingly. This capabili y enables p o ide s o mi i-
ga e unce ain ies associa ed wi h economic down u ns, such as ecessions o ising
in la ion, ensu ing g ea e esilience and s abili y in ola ile ma ke condi ions.
Use expe ience, cus ome se ice, and loyal y: Use expe ience, cus ome se -
ice, and loyal y a e c i ical success ac o s in OGS, pa icula ly in imes o c isis
when consume us and eliabili y become e en mo e essen ial. Resea ch indica es
ha online g oce y shoppe s ha e dis inc expec a ions ega ding pla o m usabili y,
cus ome suppo , and deli e y eliabili y, which di e signi ican ly om hose in
adi ional e ail [140].
A seamless and engaging use expe ience is essen ial o encou aging epea
usage. Anshu e al. [141] highligh ha cus ome s who expe ience seamless and pe -
sonalized se ice a e mo e likely o de elop epea pu chase in en ions. Simila ly,
Upadhyay e al. [142] examine he ole o use expe ience in sus ained engagemen
wi h mobile-based online ood o de ing, emphasizing he impo ance o pe sonal-
ized ecommenda ions, loca ion-based se ices, in-app and push no i ica ions, and
gami ica ion echniques. These s a egies no only enhance use engagemen bu
also con ibu e o cus ome e en ion. Addi ionally, subsc ip ion models ha e p o en
e ec i e in inc easing cus ome loyal y, as hey incen i ize long- e m pa icipa ion
in OGS [143, 144]. Fu he mo e, ensu ing a posi i e use expe ience—pa icula ly
h ough accu a e and imely deli e y—is essen ial o building cus ome us and
os e ing long- e m e en ion. As highligh ed by Mo ganosky and Cude [1], ul ill-
ing hese expec a ions enhances consume con idence in OGS and ein o ces pe -
cep ions o i s eliabili y and e iciency. Especially du ing c ises, when demand o
2292
P.B üggemann e al.
eliable online g oce y se ices su ges, main aining high se ice quali y becomes
e en mo e c i ical.
Cus ome se ice is a c i ical ac o in ensu ing consume sa is ac ion and os-
e ing long- e m engagemen . Consis en and esponsi e suppo enhances b and
loyal y, encou aging cus ome s o emain wi h a pa icula p o ide [145]. Unde -
s anding he key d i e s o cus ome sa is ac ion is especially impo an in he OGS
sec o , whe e se ice quali y di ec ly in luences consume us and e en ion.
Lima e al. [145] analyze online e iews om en pe ood e aile s, iden i ying
se e al ac o s ha shape cus ome sa is ac ion, including e-se ice quali y, pe -
cei ed heal h bene i s, ing edien anspa ency, nu i ional composi ion, and packag-
ing. Beyond deli e ing high-quali y se ice, OGS p o ide s mus also be equipped
o handle nega i e online e iews, as hese can signi ican ly impac b and pe cep-
ion. Kim e al. [146] o e aluable insigh s in o how indus y p ac i ione s can
e ec i ely add ess and espond o cus ome eedback, ensu ing us and c edibili y
in a highly compe i i e ma ke .
Finally, cus ome loyal y is a key de e minan o long- e m ope a ional e ec i e-
ness in OGS. Gi en he compe i i e na u e o his eme ging ma ke , p o ide s o en
a emp o a ac and e ain cus ome s h ough apid deli e y a compe i i e p ices
o agg essi e p omo ional campaigns [147]. Howe e , such s a egies a e unsus ain-
able in he long e m, as hey ypically in ol e high cash bu n a es and a e a ely
p o i able in he ea ly s ages o ma ke en y [148]. Consequen ly, os e ing sus ain-
able cus ome loyal y is essen ial, pa icula ly du ing economic down u ns when
shi ing consume spending habi s make e en ion mo e challenging. A long- e m
app oach ha p io i izes consis en se ice quali y, ailo ed use expe iences, and
Fig. 2 De ailed o e iew o en i onmen al ci cums ances and in e nal ac o s
2293
Theo e ical pe spec i es andconcep ual amewo k o online…
esponsi e cus ome se ice can s eng hen b and loyal y and enhance an OGS p o-
ide ’s compe i i e posi ion in an inc easingly dynamic ma ke .
Beyond hese ac o s, o he aspec s o ope a ional e ec i eness in OGS may
be ele an , including ma ke en y s a egies, inancial managemen , compe i o
analysis, segmen a ion and a ge ing app oaches, dis ibu ion op imiza ion, channel
consis ency, and complain managemen . These elemen s collec i ely con ibu e o
he sus ainable g ow h and compe i i e posi ioning o OGS p o ide s, pa icula ly
in imes o c isis when ma ke s abili y and consume con idence a e inc easingly
agile.
3.3 Syn hesis o adap ing oen i onmen al ci cums ances andin luencing
in e nal ac o s
Figu e2 p o ides an o e iew o he p e iously de eloped concep ual amewo k,
which encompasses en i onmen al ci cums ances and in e nal ac o s wi hin
he con ex o OGS. The subca ego ies wi hin each domain se e o illus a e key
aspec s a ibu ed o speci ic a eas. Howe e , his classi ica ion is no exhaus i e and
can be e alua ed and e ined based on he speci ic equi emen s o an OGS unde
in es iga ion.
The p ima y objec i e o his amewo k is o enable a comp ehensi e analysis o
en i onmen al ci cums ances and ensu e hei sys ema ic conside a ion in he imple-
men a ion o OGS. While en i onmen al ci cums ances a e ex e nal and beyond he
di ec con ol o he ope a ing i m, in e nal ac o s can be ac i ely managed by he
o ganiza ion. This amewo k p o ides a s uc u ed app oach o help o ganiza ions
adap o en i onmen al ci cums ances while shaping in e nal ac o s o enhance
ope a ional e ec i eness.
4 Implica ions
4.1 Theo e ical implica ions
The concep ual amewo k (see Fig.1) is g ounded in a b oad heo e ical ounda-
ion ele an o he managemen o OGS ( e e o Table1 and Appendix). I high-
ligh s bo h he necessi y o adap ing o ex e nal en i onmen al ci cums ances and
he abili y o ac i ely shape in e nal ac o s. By o e ing a mo e de ailed classi i-
ca ion o hese elemen s, he amewo k enhances he heo e ical unde s anding o
OGS managemen . While exis ing heo ies examine he adop ion and di usion o
echnologies om bo h a mac o-le el pe spec i e (see Table2 in Appendix) and a
mic o-le el pe spec i e (see Table3 in Appendix), no comp ehensi e concep ual
amewo k speci ically designed o managing OGS has been es ablished. This s udy
add esses his gap by de eloping a s uc u ed heo e ical amewo k (Fig.1) ha can
be adap ed o he speci ic dynamics o OGS (Fig.2).
Beyond OGS, he amewo k p o ides a ounda ional amewo k o sys ema i-
cally analyzing business ac i i ies, such as echnology adop ion and di usion, ac oss
2294
P.B üggemann e al.
a ious applica ion a eas. Fo OGS speci ically, i o e s aluable heo e ical insigh s
o a mo e s uc u ed and comp ehensi e app oach o managing his sec o . Fu u e
esea ch should build upon his amewo k as a heo e ical ounda ion o s udies in
he OGS domain, helping o posi ion esea ch wi hin he b oade landscape o OGS
p o ide s and dis inguish i om ela ed ields.
Unlike adi ional indus y analysis models such as Po e ’s Fi e Fo ces [25],
which ocus on compe i i e o ces—including supplie powe , buye powe , and
he h ea o new en an s— his amewo k uniquely in eg a es bo h ex e nal and
in e nal ac o s. While Po e ’s model p ima ily assesses ma ke p essu es, i does
no ully cap u e he ope a ional complexi ies speci ic o OGS, such as supply
chain logis ics, echnology in as uc u e, and cus ome se ice equi emen s. This
esea ch con ibu es signi ican ly o he heo e ical unde s anding o OGS by ex end-
ing es ablished heo ies and de eloping a comp ehensi e amewo k ha se es as a
ounda ion o u u e s udies.
4.2 P ac ical implica ions
This s udy p o ides ac ionable insigh s o OGS p o ide s na iga ing a ola ile and
e ol ing ma ke . A cen al ocus is on unde s anding and adap ing o ex e nal en i-
onmen al ci cums ances—such as global supply chain isks, egula o y shi s, and
changing consume beha io —enabling i ms o make s a egic, e idence-based
decisions. The unce ain ies su ounding OGS, including i s iabili y ac oss di -
e en ma ke s, consume segmen s, and p oduc ca ego ies, unde sco e he need
o s uc u ed decision-making. To add ess hese challenges, he p oposed ame-
wo k helps p ac i ione s sys ema ically assess and espond o ma ke dynamics. Fo
ins ance, conside ing ma ke -speci ic ac o s such as cul u al nuances allows o ai-
lo hei o e ings and engagemen s a egies, enhancing bo h ma ke pene a ion and
cus ome loyal y.
Beyond ex e nal conside a ions, he amewo k emphasizes he de elopmen o
obus in e nal ac o s, such as s eamlined logis ics, ad anced echnological sys-
ems, and e icien cus ome se ice, all o which con ibu e o ope a ional excel-
lence. Aligning sho - e m ope a ional imp o emen s wi h long- e m s a egic goals
enhances e iciency and esponsi eness, s eng hening compe i i e posi ioning.
The ise o OGS is also eshaping he compe i i e landscape, c ea ing new ma ke
oppo uni ies, pa icula ly in densely popula ed egions. T adi ionally domina ed by
na ional e aile s, g oce y ma ke s ha e p esen ed high en y ba ie s o in e na-
ional i ms. Howe e , OGS is lowe ing hese ba ie s, as seen in Ge many, whe e
new en an s like Picnic and Ge i ha e challenged he dominance o es ablished
e aile s con olling 75% o he ood e ail ma ke [149]. Ye , he ecen wi hd awal
o Ge i om Eu ope illus a es he ola ili y o his ma ke [23], highligh ing he
need o adap able and esilien business models.
In summa y, his s udy equips OGS p o ide s wi h a comp ehensi e ame-
wo k o na iga ing indus y complexi ies. By add essing bo h en i onmen al ci -
cums ances and in e nal ac o s, he amewo k suppo s i ms in an icipa ing
2301
Theo e ical pe spec i es andconcep ual amewo k o online…
Funding Open Access unding enabled and o ganized by P ojek DEAL. This wo k was unded by
Fundação pa a a Ciência e a Tecnologia (UIDB/00124/2020, UIDP/00124/2020, UID/00124, No a
School o Business and Economics and Social Sciences Da aLab—PINFRA/22209/2016), POR Lisboa
and POR No e (Social Sciences Da aLab, PINFRA/22209/2016).
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