The acceleration of online grocery shopping in recent years shows the widening acceptance of this way of shopping for grocery. Despite the fact that millennials are among the largest customer segment in this area, companies should not only focus on them, but also start strategically targeting the emerging generation of shoppers known as Generation Z. Therefore, the aim of this paper is to explore the potential of online grocery shopping among Generation Z and identify the most significant factors influencing the online retailer choice of these potential customers.