The Impact of Covid-19 on Customer Behavior in E-commerce

Abstract

This bachelor’s thesis investigates how the COVID-19 pandemic influenced consumer behavior in the global e-commerce sector, with a particular focus on what this means for a regional retailer. The research uses a mixed-methods approach, combining a review of earlier studies with exploratory data from an online survey (N=20) and four semi-structured interviews. The results show a clear and likely lasting move toward online shopping, mainly due to health and safety concerns as well as the growing value placed on convenience. The study also found that consumers became more price-sensitive, showed less brand loyalty, and developed higher expectations for smooth omnichannel services. Overall, the pandemic accelerated the digital transformation of retail. For businesses, future resilience depends on strengthening e-commerce, building trust in digital platforms, and making supply chains more flexible. The thesis also provides practical recommendations for the commissioning company, Perekrestok+, to help it adapt to the post-pandemic retail environment.