WIC Online Shopping: Challenges and Opportunities for Vendors and Farmers

This study aimed to expand knowledge and develop a list of technical assistance needs related to the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) online shopping for small, tribal, and rural vendors; farmers; and farmers' markets.

A modified Delphi method was used, collecting information via a web-based survey, facilitated workshops, a listening session, and individual interviews from October 2023 to February 2024.

Surveys were distributed through Qualtrics. Zoom was used to conduct virtual workshops, a listening session, and individual interviews.

Purposive sampling techniques were used to recruit the study sample. Of the 435 invited, 239 completed 50% of the survey; 22 survey respondents attended the workshop; 3 tribal vendors and/or farmers attended interview sessions; and 5 non-WIC-authorized vendors, farmers, and farmers' markets attended the listening session.

The overall phenomenon of interest included themes related to facilitators and barriers to WIC online shopping.

Statistical software was used to report descriptive statistics. A rapid qualitative analysis inductive approach was used to construct themes for the study.

Facilitators included support and guidance, a robust platform, and feedback mechanisms, whereas barriers included time, resources, and technology.

To ensure WIC online shopping success, it is essential to address both the barriers and facilitators experienced by vendors, farmers, and farmers' markets. While this study collected various perspectives and experiences from merchants, future research may also focus attention on WIC participant perceptions of shopping online with these food retailers.