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Improving Substitutions in Online Ordering - News

Improving Substitutions in Online Ordering

1 month ago 3

ARTICLE AD BOX

Operations strategy

by Daniel Corsten, Luigi Laporte and Srikanth Jagabathula

November 15, 2025

HBR Staff/Pexels

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Summary.

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“I ordered raspberries. They send me cauliflowers.” That’s how a Californian shopper described their online grocery experience buying groceries from Walmart using the Instacart app. Our fieldwork has revealed similar mishaps. These mismatched substitutions have become a symbol of a deeper problem—one that quietly erodes profitability, damages customer trust, and impedes the growth of online ordering in retail.