About the topic

Why do we choose to buy food online, and what really shapes that experience? Is it simply convenience, or is something else influencing our decisions behind the scenes? And what makes us trust a platform enough to return to it repeatedly?

Wendy Engel’s research explores these questions through the lens of transaction costs, the time, effort, uncertainty, and friction involved in online food shopping. Focusing on South African consumers, she examines how factors such as shopping frequency, perceived risk, and predictability influence the overall experience.

Her work reveals that the more complex or uncertain the process feels, the lower customer satisfaction becomes, while a seamless, low effort experience drives loyalty. By interrogating the hidden costs of digital consumption, this research offers valuable insight into how online food platforms can better serve and retain their customers.

Why you should attend

• Be part of the inaugural Impact Series event
• Engage with PhD research that connects theory and real-world application
• Gain insight into digital disruption in AgTech and online consumer behaviour
• Connect with academic and industry thought leaders

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