From purchase to pantry – exploring archetypes and strategies in the context of e-grocery fulfilment

Fulfilment is a key driver for the digitalisation of the grocery sector and thus a major source of value creation. Although value creation is contingent on a multiplicity of contextual factors, extant research has mainly explored fulfilment in the generic realms of e-commerce and does not provide empirically grounded insights into the collective interplay of fulfilment attributes. Because e-grocery features unique exigencies and trade-offs that require non-generic theorisation, a functional and cross-domain perspective is required to comprehend the role of fulfilment in creating value in this sector. Following a multi-method approach, this paper combines a literature review with an empirical investigation of 111 e-grocers to produce three main outcomes. First, a conceptually-grounded and empirically-refined taxonomy to capture important decision attributes of e-grocery fulfilment. Second, six archetypes to indicate common combinations of these attributes. Third, a contingency model to disclose value relationships between attributes and outcome performance. Our results contribute to the body of knowledge on e-grocery value creation as well as the explanatory understanding of operational configurations and digital transformation conditions in this industry.