Despite the increasing demand for online grocery shopping, current platforms often fail to align with evolving consumer priorities, leaving substantial opportunities for improvement. Through an in-depth analysis of consumer behaviour, market dynamics, and sustainability trends, this research proposes a scalable, digitally-driven business model designed to bridge these gaps.

Using a methodological framework grounded in Design Thinking, the study incorporates insights from focus groups, empathy mapping, and expert interviews. Key findings high-light the need for personalization, improved trust mechanisms for perishable goods, and greater emphasis on sustainability in digital grocery platforms. The thesis introduces innovative features such as reverse menu creation and shelf-life tracking, aimed at reducing food waste and enhancing consumer engagement.

By synthesizing theoretical and empirical insights, this research offers actionable recommendations for enhancing the grocery sector into a more consumer-centric and environmentally conscious ecosystem. The outcomes contribute to the academic discourse on digital transformation in retail and provide a foundation for the development of new, sustainable business ventures in the Swiss grocery market.