Abstract
Little research is available to comprehend household e-grocery arrangements, processes and practices prior to going online. Drawing upon social practice theory, a conceptual framework for understanding pre-purchase behaviour is proposed. Socially embedded practices should be understood within the domestic/household context. We provide an analysis in the perspective of consumers' daily life established mundane shopping practices, cultural norms and routines mediated by the opportunities of the Internet. The multifaceted aspects of front loading and information sharing are unpacked. Critical information processing thresholds and three pre-purchase service activity relevancies are identified for incumbent consumers. E-grocery’s prospective consumers seem not be included in present retailers’ approach.