Innovators lacking a well-developed business model will fail to either deliver, or capture, value from their innovations (Teece, 2010). Today’s virtual world is rapidly expanding and the Internet has enabled new ways of conducting business by facilitating electronic commerce (e-commerce) between business and consumer. Actors in the grocery industry have therefore changed their business models by developing new Internet grocery solutions Contributions to business model literature have increased significantly in recent years, but the majority have had a rather static view of the business model innovation process, disregarding that business model innovation is subject to change and should therefore be treated as a dynamic concept. Little efforts have been invested in describing the actual process by which business model innovations have been achieved. This study contributes to business model literature by exploring the process of business model innovation in three descriptive cases in two different organizational contexts in the Internet grocery industry in Sweden. With the 4I-framework by Frankenberger et al. (2013) as a foundation and the four dimensions of a business model (Who, What, How and Why) as a lens to perceive the business model the main findings of study is that as the dynamics of business model innovation in these two organizational context differs from each other, they are also different from how the 4Iframework describes the business model innovation process.