Food online shopping is a relatively young market in Finland. During the last few years, new services have entered the market, and consumers have started to use the services as part of their routines. However, in Finland the online food shopping is relatively small, and many services have experienced setbacks, especially after the peak years brought by the covid-19 pandemic. Something still seems to be slowing down the growth of food online shopping, and part of the reason may be the barriers to adoption faced by consumers. In this master's thesis, consumers' adoption of food online shopping is investigated and barriers to adoption are explored, by clarifying consumers' experiences of the behavior of a food online shopping service. The aim of the master's thesis is to increase information about which factors influence the consumer's adoption of online food shopping, which factors influence this, and what kind of barriers to adoption consumers face. The research provides answers to this research problem through a literature review and expands understanding through empirical research. In the empirical research, survey research and the Critical Incident Technique were used as the research method, and thematic analysis was used as the analysis method. The findings show that, in their critical experiences, consumers especially evaluate themes that communicate the service's compatibility, perceived usefulness and price value. Both very positive and very negative experiences were used in the material. In all, nine themes were identified from the critical experiences. The themes extracted from the data are delivery, ease/relief, taste, selection, packaging/appearance, shelf life, price, offers, and complaints/customer service. The results are presented in the framework of previous literature and theory, and conclusions are presented from the findings. The theory of the thesis provides important information regarding the adoption of food online shopping from the consumer's point of view and how consumers experience the use of the food online shopping service. Empirical research shows which situations consumers consider critical when using food online shopping services and provides valuable information for developers of food online shopping services. By influencing the situations that consumers perceive as critical in the service, it is possible to support the consumer's adop-tion and increase the probability of continued use of the service.