This study analyzes the value of grocery purchases made through net supermarkets. The results indicate that such purchases carry specific meanings and that consumers who purchase groceries using net supermarkets can be classified into three categories. The first comprises consumers whose use of net supermarkets is restricted to purchases of vegetables at weights unavailable through other channels. The second comprises consumers attracted to the unique cachet of buying through a net supermarket. The third category comprises consumers who feel that their lifestyles make using net supermarkets a necessity.