A Mixed-Methods Study of Perceived Implementation Challenges for WIC Online Ordering and Transactions

Area of Science:

• Public Health
• Health Services Research
• Food Policy

Background:

• Federal food assistance programs are transitioning to online grocery shopping.
• Online ordering for the Special Supplemental Nutrition Program for Women, Infants and Children (WIC) is developing, following the Supplemental Nutrition Assistance Program (SNAP) model.

Purpose of the Study:

• To identify anticipated challenges for WIC online ordering.
• To explore potential solutions and estimate expected costs associated with WIC online ordering.

Main Methods:

• A cross-sectional, mixed-methods, web-based survey research design was employed.
• Data were collected from 145 WIC stakeholders using purposeful and snowball sampling.
• Rapid analysis and lean coding identified emergent themes from open-ended responses.

Main Results:

• Respondents identified 812 challenges across 20 themes, including regulations, shopping experience, security, and equitable access.
• Addressing regulatory issues was a prominent solution, while increased staff time and technology costs were the most frequently reported expenses.
• Stakeholders represented diverse geographic areas and WIC benefit card types.

Conclusions:

• The study highlights critical anticipated challenges and considerations for WIC state agencies.
• These findings will aid in preparing agencies for the expansion of online ordering services to WIC participants.
• Successful implementation requires addressing regulatory, operational, and technological hurdles.