When online grocery shopping was first introduced in North America over a decade ago, the e-commerce concept for the grocery sector seemed to be promising. First movers, using the pure play or hybrid models, entered the market with high expectations however, many e-grocers ended in bankruptcy or ceased operations within a few years. Over the past decade, studies have examined the problems related to online grocery shopping. This paper qualitatively reviews these studies in order to determine the key factors that affect the online grocery market. Previous work that has discussed its value propositions, business models, and technological influences is studied and summarized. The findings show that opportunities for the online grocery market to grow remain. However, e-grocers need to have a focused differentiation strategy, target segmented markets, and understand the key value propositions, sustainable business models, and technological influences in this market. --P. ii.