This study is a pioneering effort to study the comparative adoption of traditional two-dimensional (2D) and virtual reality (3D) online grocery stores among Indian customers who are yet to experience online grocery shopping. This study has adopted an exploratory qualitative research method to explore the determinants of the adoption of both 2D and 3D online grocery stores in comparison to each other. Twenty-six interviews from Indian non-users of online grocery have been analysed. With the help of the thematic analysis, the article uncovers the factors affecting the use of traditional and virtual reality online grocery stores. This study is the first attempt to compare 2D and 3D online grocery stores and, thereby adds to the literature on online grocery shopping in the Indian context. It also provides a sense of the critical factors they need to take care of while trying to implement virtual reality online grocery stores.
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