The COVID-19 outbreak had become a global crisis that brought massive changes in the

world economically and socially. It affected the lifestyle of every people as they altered their

patterns of doing things from traditional to the digital way. Moreover, it also invaded not just the

living of individuals but the world of the business industry in which shopping shifted to online

shopping.

Online shopping became more popular among business companies and consumers as it

made them linked and shopping more convenient and effortless. When the COVID-19 pandemic

began, an unprecedented transition ensued in e-commerce. The government instructed to close

many businesses and stores and required the consumers to stay at home. The number of

individuals shopping online has risen enormously throughout the year and furnishes a remarkable

impact on the business industry (Fryer, 2021). Retailers address the challenges of the pandemic

not just by supporting online sales but by adopting innovative technologies that build

connections with buyers or make their consumer experience more convenient (Fryer, 2021).

Moreover, people diverted to online shopping more than ever before as they embraced social

distancing.

Eventually, there was a shift and growth in consumer expectations for what the online

shopping experience should comprise as it became more trend amidst the pandemic. Consumers

noticed positive aspects to online shopping that they appreciated that were not available in the

traditional offline shopping experience (Wenzl, 2022). Buyers believe that shopping online is

much safer and actively progressing due to the opportunity to save time and effort. Also, by

shopping online, they can find the best deal to purchase. The positive favorable shopping

experiences further stimulated new trends in consumer behaviors to take a steadfast hold (Wenzl,

2022).
 The changes in customers' purchasing behaviors towards online shopping grew

immensely. Factors that affect transitions in purchase behavior include social factors, cultural

factors, demographic factors, and situational factors possessed by the pandemic. (CİCİ &

ÖZSAATCI, 2021). The method of online buying behavior consists of five steps, and it is similar

to traditional shopping behavior (Liang & Lai 2000). However, through online shopping,

everyone can buy faster, have more alternatives, and order various products or services at a

lower price concerning the outbreak. As online shopping becomes a trend, businesses have been

experiencing development, as well downturn in fulfilling and identifying customer needs during

the global crisis. As a result, it has significant variance in how shoppers respond to the pandemic

and adapt to the new normal.

Analyzing the consumers' buying behavior plays a vital role in the growth of the

business. Therefore, consumers' attitudes toward online shopping will enable business companies

to continue operating their enterprises during the crisis. Those behaviors will solve the problem

of businesses in terms of making their market relevant. It will not just allow the business industry

to generate and increase its sales but even create strategies for improving its products and

services. Moreover, enterprises must identify the factors needed to achieve and what should be

consistent.

In the Philippines, consumer behavior dramatically diverted online. Fifty-two percent of

Filipinos purchased online using apps and websites for the first time during the pandemic, and

43% of them made their first online purchase using social media channels. With these growths,

the Philippines’ e-commerce revenue reached $20.182 million in 2022 and earned an annual

growth rate of 17.45% until 2025 (Lugto, 2022).

 In addition, due to the pandemic, 67% of shoppers reportedly purchase products

differently nowadays. To better attract potential buyers in the online environment during the

pandemic, companies must understand the attitudes and behaviors of their consumers toward

online shopping. Most Filipino online shoppers are part of the Gen Z and millennial age groups

and the country's most predominant internet users (Published by Statista Research Department &

23, 2022). The top mobile apps downloaded by the potential buyers were Lazada and Shopee,

which yielded about 30.9m visits and 21.9m visits, respectively. With that, the overall growth of

e-commerce in the Philippines is positive for the upcoming years, making it one of the best

avenues for businesses to succeed and may lead to the rapid change in consumers' beliefs and

behaviors.

Furthermore, the rise of online shopping offers new opportunities for businesses during

COVID-19. The pandemic has accelerated the growth in online sales, causing companies in and

across diverse segments to invest and improve in making digital selling sufficient and accessible

(Kim, 2020). Additionally, the potential of the online environment for companies and

organizations in this environment has become a consistent practice that aims to differentiate

itself in the market. (Kietzmann et al. 2011). Analyzing the consumers' behavior plays a vital

role in the growth of the business. Enterprises must identify the factors needed to achieve and

what should be consistent. In this sense, the researchers are interested in understanding the

impact of consumers' behaviors on online shopping for the growth of the business industry under

the influence of Covid 19.