Ferreira, Pedro2010-11-172010-11-172003International Conference WWW/Internet, Algarve, Portugal 5-8 November, 2003 - Proceedings of the IADIS International Conference on WWW/Internet, 2003 ISBN (Book): 972-98947-1-Xhttp://hdl.handle.net/10400.14/3482This paper attempts to uncover significant economic and non-economic demand-side variables, which are driving and hindering B2C (Business to Consumer) e-commerce learning. It investigates the perceptions of individual customers on the path towards a specific regular type of online-buying: E-Grocery shopping (EGS). The analysis and result display is based on an e-customer learning framework, consisting of clear crucial steps arranged in a tree decision format which illustrate decisions faced by customers as they evolve from non-Internet user to regular Egrocery shopper. This framework was applied via mail survey to a sample of 2036 households in England. Results (through regression and mean testing) are pointing at two critical barriers on the path to E-grocery: · One network specific: National Digital Divide creating an important cost for potential users. · One sector specific: E-grocery is a sector plagued by non-friendly sites together with deficient logistics. With this cost structure, the niche market for e-grocers seems to be a reality, confirming Pfeffers [3] view. Income proves to be a key variable behind e-shopping learning, generating a very high and cumulative premium tag on e-grocery. Also interesting, is the fact that grocery shopping still preserves its feminine connotation online.engE-GroceryE-commerceIncomeLearningNiche marketconference object