ABSTRACT
This paper aims to examine the main challenges encountered by mobile grocery-shopping applications’ (MGSAs) users, wherein the analysis is based on the review comments for three popular MGSAs deployed by main grocery retailers in Europe. The research methodology used was qualitative in the form of a cross-sectional inductive approach, allowing for the identification of the main issues encountered by users and their classification into four categories for a more straightforward presentation. The research findings indicate that despite the below-average level of digital literacy, customers are trying to use MGSAs efficiently and are proposing different areas of improvement, such as the design, the general functionality of the applications, and other factors regarding the specific functionalities of MGSAs. The findings may be leveraged by grocery retailers to exploit this market efficiently in a post-pandemic context;moreover, the study’s results could provide meaningful knowledge to the mobile retail industry, as the detailed insights offer adequate support for enhancing mobile-shopping (m-shopping) applications.