In order to improve profitability, the e-grocery business needs to excel in both operational efficiency and in creating lasting customer relationships. In the brick-andmortar business, the Efficient Consumer Response (ECR) development movement has addressed similar issues for several years now. Currently, ECR is moving into the field of e-grocery shopping as well. An interesting question is, however, whether ECR actually can provide the support necessary for getting the e-grocery business on its feet, and whether it is flexible enough for meeting the new needs of the electronic business.

This paper looks at two of the focus areas of ECR - supply management and demand management - and examines how well the existing ECR ideas and improvement concepts suit the e-grocery development. In addition, potential changes and new elements to the ECR required by the e-grocery business are discussed.