Understanding intra-household pre-purchase activities is crucial for e-retailers as Information and Communication Technologies (ICTs) have become embedded within modern lifestyles and affect household decision-making processes: influencing e-grocery choice. From social practice theory, we analyse the potential of consumer's preparatory (i.e., front-loading) activities to influence, [restrict or facilitate] the e-grocery experience. The multi-level technological aspect of preparatory activities,

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... information sharing, and decision making are unpacked through two waves of 31 Skype interviews with active e-grocery consumers. We then suggest how intra-household communication flows in pre-purchase practices are redefined and re-established, and how, in the context of intra-household decision making, the cumulative effect of activities between household members will stimulate changes at field level. These in turn provide an alternative perspective on the emerging diffused communication conventions that impact grocery choices and retailers' long term strategy.