Abstract
In this paper, we investigate the customers using the services offered by the electronic grocery stores (EGS) in the greater Helsinki area. The study aims at revealing the benefits of the EGS service and problems that the customers have faced when shopping in the EGS. The empirical consumer data was gathered in the metropolitan area of Helsinki, Finland, in spring 1999. The EGSs in Finland are not able to produce any remarkable value added for consumers today. An EGS could produce value added for consumer by offering differentiated products and services for various consumer groups.
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