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Sammanfattning: The pace of which the online grocery channel is growing suggests that it is no longer sufficient to understand consumer behavior in the context of a traditional brick and mortar store. It is instead becoming increasingly important to understand how consumers behave and make decisions in a digital setting. Despite the growing importance of online grocery retailing, there is an absence of empirical work that comprehensively examines how consumer decision-making differs between the two channels. There is also a lack of studies that have investigated the aspects that are explanatory of these differences. The purpose of this thesis is therefore to deepen the understanding of consumer decision-making in a multichannel grocery market. With a qualitative approach, using both observations and in-depth interviews, we compare consumer decision-making between the physical and digital channel. Based on theories on choice tactics, this paper explores how consumers employ different decision strategies across channels. The findings of this paper suggest that the decision-making of consumers differs between the physical and digital grocery store. The main difference that was identified was that consumers seem to utilize a more homogeneous repertoire of choice tactics in the digital store, meaning that there is less variation in the decision-making strategies that are used online. This is considered to be due to a combination of differences in the attributes of the channels and consumer motivations. The empirical work thus gives an indication that decision-making not only is situationally driven, but also driven by the channel itself.