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Building an Online Grocery Business: The Case of

Lookup NU author(s): Irene Yousept, Professor Feng Li


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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.

Publication metadata

Author(s): Yousept I, Li F

Publication type: Article

Publication status: Published

Journal: International Journal of Cases on Electronic Commerce

Year: 2005

Volume: 1

Issue: 2

Pages: 57-78

Print publication date: 01/04/2005

ISSN (print): 1548-0623

ISSN (electronic): 1548-0615

Publisher: IGI Global