The development of the internet and the post-Covid epidemic have greatly boosted e-commerce. Retailers need to constantly improve their services to meet the enormous demand for online purchases while planning for an appropriate quantity and variety of groceries for the clients. The study investigates how Noida (India) residents’ e-grocery shopping is impacted by convenience, service quality, and social aspects. The study uses the snowball sampling technique (sample size: 220) to collect parameters using a Likert scale, and then evaluated using partial least squares structural equation modelling (PLS-SEM). The results indicate that service quality has the greatest influence on e-grocery shopping habit, followed by convenience, while social component has no significant impact. The service quality also includes the need for regular updation of the website and application to enhance the experience of the web-user interface by exploring the need for data science and artificial intelligence.