Online Purchasing Habits and the Communication Solutions in the Light of the Digitalisation Trend

The trend of digitalisation has shaped and continues to shape our everyday lives, with a significant impact on shopping habits. In addition to the opportunities offered by digitalisation, the emergence of new consumer characters has been a driving force in the popularisation of online shopping. The “new consumer” is a convenience-oriented consumer who prefers individual solutions and requires dialogue in communication: they are characterised by expressing their opinions and listening to the opinions of other consumers. It is exactly because of these complex changes that we believe it is worth examining consumer opinions and the communication opportunities that influence online shopping, including online grocery shopping. The focus of this paper is to analyse these issues in the perspective of primary data.