Convenience is a factor that will always be valued by consumers irrespective of the medium through which they make a purchase. In the days of doorstep delivery, people still expect standard delivery to be faster than it already is. Vendors who cater to such needs of the consumer have a higher success potential as they will have a broader customer base. The increasing demand for millennial shoppers to buy groceries online has given a boost to the e-commerce sector. However, it is imperative that merchants follow specific standards to maintain consistent consumer database. The delivery of fresh products is necessary, in a safe and timely manner. Online retail requires additional labor to pick out, and pack goods, which add up to extra expenditure. Along with this, same day delivery involves additional costs for merchants, which might be passed on to consumers to pay.

Retail giant, Walmart, is making drastic changes to its website to make it seem more attractive, like defining different categories so that customers can choose items selectively. The personalized approach depending upon the location and the type of product will lead to an escalation in the online sales. The features of an online retail website must be personalized and meet customer expectations. Lesser known brands have a chance at increasing sales with search engine optimization (SEO) that filters information based on previous requests. Brands must be ready to adapt to the current needs of the consumer to establish their niche in the industry.