Online platforms are being increasingly seen as a way of enhancing the customer relationship. Electronic retailers must analyze and understand the motivations of consumers when buying online. Finnish consumers appreciate and value their time, consumers prefer to make their purchases online so they can spend their time on more important things. Now Finnish consumers are shopping online for groceries more than before. Why stand in line at the local grocery store, during rush hour, when one can fill their shopping cart easily and painlessly from home. Convenience is the key for consumers. It is important to Finnish consumers that e-commerce is as easy as possible.