Background: The electronic grocery market in Sweden is growing because; more actors enter the market, increased digitalisation and greater consumer interest. Therefore, companies must adapt their products and services, while building and maintaining customer relationships.  Customer relationship is one of the most important strategic tools a company can use, without satisfied customers the company is not as successful. Mass marketing and mass communication are no longer crucial to success, instead a firm must identify the customer’s needs and wants and build a customer relationship strategy.

Purpose: The purpose of this thesis is to explore what variables influence customer relationships in the pre-packed grocery bag industry and how these variables should be used in the context of developing customer relationships in the pre-packed grocery bag industry in Sweden. The theoretical contribution of this thesis will be to propose which product and service attributes are necessary for developing customer relationships in the pre-packed grocery bag industry.

Method: This thesis utilises an explorative approach with qualitative studies employed. Data was collected through a literature study from existing literature, interviews with consumers and interviews with representatives from companies within the e-grocery industry.

Conclusion: Inspiration and variation are influencing factors for the development and retention of customer relationships; a mass customisation process should be implemented.

Keywords: Electronic grocery, customer relationships, Pre-packed grocery bags, grocery retailing, electronic commerce