Despite the huge growth in online purchases, e-grocery (i.e. ordering grocery online) was still limited in scope in Italy so far. More recently, its growth has been substantial and 2020 witnessed a huge increase due to COVID-19-related mobility restrictions. In principle, e-grocery could reduce the number of shopping trips, yet an exponential increase in shipping and deliveries could have a negative impact on the environment. In order to explore the willingness to e-grocery, and delivery preferences (self-delivery, home delivered grocery or collected in a specific place) - and estimate their market shares - a stated preference survey was carried in Rome and Milan. Respondents were asked about their grocery shopping habits and to choose among different shopping and delivery options. Discrete choice modelling allows investigating preference heterogeneity and estimating willingness to pay measures. Main results indicate that respondents, characterised by distinct socio-economic, attitudinal, and geographical elements, react differently to attribute variations for alternative grocery shopping channels. Scenario simulations can help in defining successful business-strategies and possible solutions to external costs. Under this respect, results suggest that the best strategy to increase e-grocery shares in the two cities should be non-monetary, but rather aimed at expanding the product range available online.

尽管在线购物大幅增长，但迄今为止，电子杂货（即在线订购杂货）在意大利的范围仍然有限。最近，由于与 COVID-19 相关的行动限制，其增长迅猛，2020 年出现了大幅增长。原则上，电子杂货可以减少购物次数，但运输和交付的指数增长可能对环境产生负面影响。为了探索电子杂货的意愿和送货偏好（自行送货、送货上门或在特定地点收集） - 并估计他们的市场份额 - 在罗马和米兰进行了一项陈述偏好调查。受访者被问及他们的杂货店购物习惯，并在不同的购物和送货选项中进行选择。离散选择模型允许调查偏好异质性并估计支付意愿。主要结果表明，以不同的社会经济、态度和地理因素为特征的受访者对替代杂货店购物渠道的属性变化有不同的反应。情景模拟有助于定义成功的业务战略和可能的外部成本解决方案。在这方面，结果表明，增加两个城市电子杂货份额的最佳策略应该是非货币性的，而是旨在扩大在线产品范围。对替代杂货店购物渠道的属性变化做出不同的反应。情景模拟有助于定义成功的业务战略和可能的外部成本解决方案。在这方面，结果表明，增加两个城市电子杂货份额的最佳策略应该是非货币性的，而是旨在扩大在线产品范围。对替代杂货店购物渠道的属性变化做出不同的反应。情景模拟有助于定义成功的业务战略和可能的外部成本解决方案。在这方面，结果表明，增加两个城市电子杂货份额的最佳策略应该是非货币性的，而是旨在扩大在线产品范围。