RQ3: Decrease in time taken to shop over time Selection times became quicker as the shoppers shopped. The average time taken to purchase the first category from the first retailer was 33 seconds, declining to 15 seconds by the 12th purchase. When the shopper commenced purchasingfrom the second retailer, their first category selection in that retailer was again 33 seconds and again declined to 15 seconds by the 12th purchase. The decline in selection times across the 24 category selections per shopper (12 in each of two retailers) is graphed in Figure 2. hoppers took one or two selections in the second retailer to again become accustomed to the different layout but again learned to quickly select. Therefore, consumers can apparently learn to shopquickly for groceries from a specific online site quite readily. This finding also suggests that experienced online supermarket shoppers would buy even faster than the results reported here or that online shoppers also increase their purchasing speed towards the end of their trips as happens in-store (Sorensen, 2012).