Abstract

The "retail long tail" effect implies that both the level and concentration of sales moves to slower selling products in online environments, and total sales rise. We analyze the effect of assortment variation on store sales using data from an online food seller in the Eastern United States. We find that the long-tail effect is more important in niche categories, deeper assortments are associated with a flatter distribution of sales, and total sales rise with variety. Our findings support the existence of a long tail in online food retailing.

Original languageEnglish (US)
JournalAgribusiness
DOIs
StateAccepted/In press - Jan 1 2018

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groceries
sales
tail
assortment
retailing
food
niche
food retailing
Food
Eastern United States
selling
niches
effect
Long tail
Grocery
Shopping
Assortment

ASJC Scopus subject areas

  • Food Science
  • Geography, Planning and Development
  • Animal Science and Zoology
  • Agronomy and Crop Science
  • Economics and Econometrics

Cite this

The long-tail of online grocery shopping. / Richards, Timothy; Rabinovich, Elliot.

In: Agribusiness, 01.01.2018.

Research output: Contribution to journalArticle

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