An Empirical Usability Analysis of E-Grocery Mobile Applications in Bangladesh.

Abstract

The study examines the usability and user acceptance of online grocery platform in Bangladesh with reference to traditional grocery chain, which has shifted to online platform. As online groceries are rapidly growing, websites like Pandamart and Chaldal have become market leaders in the industry in terms of their user base and market share. Nonetheless, mainstream grocery stores such as Shawpno have experienced considerable difficulties in replicating the same success online with their user ratings and interest being lower than the online platforms. The main aim of this research paper is to find the major reasons behind these issues and to analyze the possibility to use these conventional grocery stores in comparison to the more successful online versions. To collect the user feedback of three leading online grocery sites in Bangladesh namely Pandamart, Chaldal and Shawpno, the study uses the system usability scale (SUS), which is a highly recognized form of usability testing. One hundred and fifty to one hundred and sixty participants were surveyed and the data obtained was helpful in terms of satisfaction level, perceived ease of use and general usability of the platforms. The analysis of data was used to determine the usability problems that are evident, user preferences and obstacles to adoption of such online grocery services. The results of this study indicate that the user experience e of Pandamart has been the best as it has both the highest user satisfaction and usability scores. Chaldal is the next in line that has positive feedbacks but limitations in its user experience. Shawpno, in its turn, has significant user satisfaction problems, such as navigation problems and a less sensitive mobile interface. The comparison of these platforms provides actionable insights into the future of enhancing the digital shopping experience of Shawpno and making the strengths of Chaldal and Pandamart even stronger. The results of the study will help guide towards improvement of the usability and acceptance of the current digital grocery tools by the customers in Bangladesh, which can help them be digitalized and compete better in the emerging digital world of e-commerce.