Purpose: The purpose of this paper is to explore and identify what factors that influence the diffusion of innovations of home delivered grocery, this by analyzing the actors and their efforts to develop and spread the innovation.

Methodology:  The approach of the study is based on interviews with grocery bag companies and scientific reports within the studied field. The companies involved in the study is Bra Mat Hemma, Coop Matkasse, Linas Matkasse and Årstiderna.

Theories: Diffusion of innovation

Conclusions: In the current situation, many actors do not have a clear strategy how to increase the spread speed and the decision making process. In order to persuade potential customers the concept interpersonal relationships has proved to have a great effect. It is important to reach out with the concepts all different benefits, not only to communicate time and comfort as factors. To prove and make visible the impact of the service would facilitate such an effect. Another important part in order to reach out and communicate the positive aspects of the service should be to continue to develop the digital marketing. The actors should be better at identifying the risks that consumers may experience in the process to adopt the concept.