The long-tail of online grocery shopping

Timothy Richards; Elliot Rabinovich

doi:10.1002/agr.21553

The long-tail of online grocery shopping

Timothy Richards, Elliot Rabinovich

Research output: Contribution to journal › Article › peer-review

6 Scopus citations

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. [EconLit citations: L16, L81, M31].

Original language	English (US)
Pages (from-to)	509-523
Number of pages	15
Journal	Agribusiness
Volume	34
Issue number	3
DOIs	https://doi.org/10.1002/agr.21553
State	Published - Jun 1 2018

ASJC Scopus subject areas

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

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10.1002/agr.21553

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title = "The long-tail of online grocery shopping",

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. [EconLit citations: L16, L81, M31].",

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The long-tail of online grocery shopping

Abstract

ASJC Scopus subject areas

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