"I don't want an App to do the work for me": A Qualitative Study on the Perception of Online Grocery Shopping from Small Food Retailers

Abstract

BackgroundSmall food retailers often stock energy-dense convenience foods and are ubiquitous in low-income urban settings. With the rise in e-commerce, little is known about the acceptability of online grocery shopping from small food retailers. ObjectiveTo explore perceptions of the role of small food retailers (bodegas) in food access and the acceptability of online grocery shopping from bodegas among customers and owners in a diverse NYC urban neighborhood with low-income. DesignIn-depth interviews were conducted with bodega owners and adult customers between May-July 2022. Participants/settingBodega owners who had either implemented a locally designed online grocery system (n=4) or not (n=2). Customers (n=25) were recruited through purposive sampling and eligible if they purchased at bodegas ( > once/month), had low-income (household income ≤ 130% of the federal poverty level or Supplemental Nutrition Assistance Program (SNAP) participants), and owned smartphones. Analyses performedAll interviews were transcribed and analyzed in MAXQDA using grounded theory. ResultsTo owners and customers, bodegas were seen as good neighbors providing culturally appropriate foods and an informal financial safety net. Their perceptions concerning food cost and availability of healthy foods in bodegas diverged. Although most perceived online grocery from bodegas as a positive community resource, they also believed it was not suited to their own community due to the bodega’s proximity to customers' homes and the low digital literacy of some community members. Customers reported social norms of pride in not using online grocery shopping. Owners and customers believed the service would more likely be used if government benefits like SNAP allowed payment for online orders. Both suggested improved outreach to increase program awareness and uptake. ConclusionsOnline grocery shopping from small food retailers may be acceptable in urban communities with low-income and was perceived as a community resource. However, important barriers need to be addressed such as social norms related to pride in not using online grocery services, digital literacy, program awareness, and allowing SNAP payment for online orders from bodegas.