Emerging trend of Online shopping Post Covid 19 Pandemic

Dr. Vaishali Sharma

Professor, IMS SAGE University, Indore
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Abstract
After Covid-19, the increased adoption of the Internet in public life as well as in developing
businesses has led to a phenomenal rise in academic research on online marketing. This article is
set to extensively review scholarly articles appearing from 2019-2023 on the topic from 10 top-
tier academic journals to understand the research trends in the domain. A literature review has
reported eight major subjective categories with an analysis of online marketing effectiveness
framework. This review found three most significant subject categories: (1) online marketing
issues; (2) Internet usage, perception, and attitude; and (3) online shopping, e-commerce & S
Commerce. There are still many more uncertainties to predict how the sale for the next few
months will be impacting the global community, both personally as well as professionally. This
study explores the impact of the epidemic from toilet tissue rolls to baby gear, pet food to many
more daily essentials. Although some of the companies managed to operate through social
commerce that is marketing by using e-commerce and social media. Forty-six percent of users
admitted that social networks are important for information sharing and for making product
choices. But results are indicative of the fact that online marketing and shopping will soon go
back to normal but the losses and downshift brought by this pandemic are not ignorable.
Keywords: COVID-19, Changing Trends, Online Shopping, Internet Users.
Introduction
The internet has been widely distributed across various articles, nations and sectors of business,
particularly in the e-commerce arena, in selling and buying products and services. This growth is
facilitated by the increased number of e-commerce portals, mobile trade (m-commerce)
applications and other internet channels used to share goods and services. E-commerce is an
online buying form in which consumers see an online commodity and are interested in it, so go
offline and make it, and vice versa. E-commerce platforms are among the mechanisms that have
greatly influenced how internet users shop and buy products. The growth and usage of
ecommerce technologies and websites has revolutionized the way manufacturers and customers
communicate all over the world. The term "Amazon ecommerce business" refers to an online to-
offline or vice versa retail site that enables easy and effective online purchasing and offline
distribution of products and services. The usage of e-commerce websites and the revenues raised
by them have been steadily growing over the years. According to the Forbes 2020 study
Amazon's income in 2019 was 280.5 billion dollars, and risen to 380 billion dollars in 2020
(Kohan, 2020). By 2025, the turnover is forecast to reach one trillion dollars. The COVID-19
increase and spread have resulted in a global pandemic and, according to the World Health
Organization; it is estimated at 5 million cases recorded since May 2020 (Sullivan, 2020). By
February 2021, there had been nearly 106 million reported incidents, and over 2.32 million
deaths (Net Indian, 2021). Various prevention initiatives have been implemented in various
countries since the COVID-19 crisis. Wearing masks, keeping social distance, and self isolation
are some of the methods used to avoid physical interaction between individuals. These steps
were taken to ensure the COVID-19 spread was as limited as possible. To prevent physical
interaction with individuals, there has been a rise in online shopping and the usage of the internet
for ecommerce for the buying of products and services. The shift from conventional cash to
digital services has increased consumer use and transaction patterns.
The study involves quantitative research in the form of linear regression to evaluate the effects
online shopping attributes on customer purchase behavior. We are analysis the internet usrs in
India. The findings indicated that the main components like Social Media, Product Quality,
Return and Exchange Policy, Product Descriptions and Seller Information significantly influence
the customer purchase intention during the lockdown due to COVID-19 pandemic. Some
suggestions were also made to study further and predict the customer online buying preferences
or behaviors in future post pandemic.
Source:[Link]
DATAPOINTS/Ecommerce_shopping_more_frequent_because_of_COVID19/132077
New Corona Virus that causes the Corona virus disease (COVID-19), a highly dangerous
disease, has infected many people in whole world. Main reason of spreading is to get in touch
with a corona positive person, when an individual contacts an area that has the virus on it, so
staying at home is the safest way to save from it. Therefore, E- buying for the consumers has
increased.
Hypothesis-
H1: Social media positively affects customer purchase Intention on e-commerce during and after
the COVID 19 pandemic in India.
H2 : Product Quality positively affects customer purchase intention on e-commerce during and
after the COVID 19 pandemic in India
Literature Review
E-Commerce and Covid-19
 Bhatti et al. (2020) discussed in the study that there is a influence of Corona virus on the
whole online business of the world. The nature of business has changed due to this
pandemic. According to the research more than 50%, shoppers are avoiding to go for
offline shopping and crowded places.
Bindia Daroch, Gitika Nagrath and Ashutosh Gupta (2021): This research Paper speaks about the
consumer behavior towards online shopping which further examines various factors limiting
consumer for online shopping behavior. This Research paper ascertains the problems that
consumers face during their shopping through online stores.
Before the COVID-19
Before the COVID-19 pandemic, the e-commerce industry globally, including in India, was
already experiencing substantial growth. Several factors contributed to the upward trajectory of
online shopping:
Increasing Internet Penetration: The expanding reach of the internet, along with growing
access to smartphones, played a significant role in the surge of online shopping. More people
gaining access to the internet meant a larger potential customer base.
Smartphone Adoption: The widespread adoption of smartphones further facilitated online
shopping, making it more convenient for consumers to browse and make purchases on-the-go.
Digital Payment Adoption: The shift towards digital payments, including the rise of mobile
wallets, UPI (Unified Payments Interface), and other electronic payment methods, made online
transactions more accessible and secure for users.
E-commerce Platforms and Marketplaces: Established and emerging e-commerce platforms
provided consumers with a wide range of products, competitive pricing, and convenient delivery
options. Companies like Amazon, Flipkart, and others were investing in expanding their
offerings and improving customer experiences.
Marketing and Discounts: Aggressive marketing strategies, coupled with frequent sales,
discounts, and promotional events, attracted more consumers to try online shopping. Special
events like festive season sales and exclusive deals contributed to increased customer
engagement.
Convenience and Time Savings: The convenience of shopping from the comfort of one's home,
along with the time-saving aspect of online transactions, appealed to a broad audience.
Improved Logistics and Delivery: E-commerce companies were investing in building robust
logistics and delivery networks to ensure timely and efficient order fulfillment. This was crucial
for meeting customer expectations and gaining trust.
It's important to note that the COVID-19 pandemic, which emerged in 2019 and significantly
impacted global markets in 2020 and beyond, further accelerated the shift towards online
shopping as lockdowns and safety concerns led more people to explore and embrace e-commerce
for their retail needs. The pre-COVID growth trends laid the groundwork for the industry's
resilience during the pandemic

Post COVID-19 pandemic.

online shopping in India after the emergence of the COVID-19 pandemic, here are some key
trends and developments:
Acceleration of E-commerce Adoption: The pandemic accelerated the adoption of online
shopping in India. With lockdowns and restrictions in place to curb the spread of the virus, more
consumers turned to e-commerce platforms for their shopping needs.
Digital Payments Surge: The shift towards digital payments, which was already underway,
gained further momentum. Contactless payments, mobile wallets, and other digital payment
methods became more popular as people sought safer and more convenient ways to transact.
Expansion of Categories: Beyond traditional categories like electronics and apparel, there was
an expansion of online shopping into new categories. Essential goods, groceries, and healthcare
products saw a significant increase in online sales.
Focus on Safety and Hygiene: E-commerce companies prioritized safety and hygiene in
response to the pandemic. Enhanced sanitation measures, contactless delivery options, and
transparent communication about safety practices became crucial for gaining and maintaining
customer trust.
Rise of Local and Regional Players: While major international and national e-commerce
players continued to dominate, there was also a rise in the prominence of local and regional e-
commerce platforms, especially those catering to specific niches or geographical areas.
Omnichannel Strategies: Some brick-and-mortar retailers embraced omnichannel strategies,
integrating their physical stores with online platforms to offer customers a seamless shopping
experience. This approach allowed consumers to browse, purchase, and receive products through
various channels.
Sustainability and Ethical Practices: Consumers started to pay more attention to sustainability
and ethical business practices. E-commerce platforms that demonstrated commitment to
environmental responsibility and ethical sourcing gained positive attention.
Innovation in Technology: E-commerce companies invested in innovative technologies to
enhance the online shopping experience. Augmented reality (AR), virtual try-ons, and interactive
product displays were some of the tech-driven features introduced to improve the virtual
shopping experience.
Regulatory Changes: The government of India continued to adapt regulations to the evolving e-
commerce landscape. There were discussions and implementations of rules to address issues
such as marketplace operations, foreign direct investment, and consumer protection.
E-commerce Partnerships: Collaborations and partnerships between e-commerce platforms and
other businesses, including local retailers and logistics providers, increased to optimize
operations and offer more diverse services.
It's important to note that the post-pandemic landscape is continually evolving, and trends may
have shifted since my last knowledge update in January 2022. For the latest and most accurate
information, I recommend consulting recent reports and industry updates.
India is the 7th largest market for eCommerce with a predicted revenue of US$87,515.1 million
by 2023, placing it ahead of France. Revenue is expected to show a compound annual growth
rate (CAGR 2023-2027) of 5.4%, resulting in a projected market volume of US$108,060.8
million by 2027. India is the 7th largest market for eCommerce with a predicted revenue of
US$87,515.1 million by 2023, placing it ahead of France. Revenue is expected to show a
compound annual growth rate (CAGR 2023-2027) of 5.4%, resulting in a projected market
volume of US$108,060.8 million by 2027. With an expected increase of 22.6% in 2023, the
Indian eCommerce market contributed to the worldwide growth rate of 8.7% in 2023. Like in
India, global eCommerce sales are expected to increase over the next years. Seven markets are
considered by ECDB within the Indian eCommerce market. Hobby & Leisure is the largest
market and accounts for 23.8% of the Indian eCommerce revenue. It is followed by Electronics
with 23.4%, Fashion with 18.5%, Furniture & Homeware with 11.2%, Care Products with 8.0%,
Grocery with 7.7%, and DIY with the remaining 7.4%.
Globalization creates both opportunities and threats in international business (Flew, 2018).
Besides, Potrafke suggested that (2015) world economic growth depends on liberalization,
accessibility, and globalization. Overall economic development depends on funds, technology,
production, and people's consumption level. Hence, global cooperation and peace are required to
increase international trade (Valaskova et al., 2021). Covid-19 with its first detection at Wuhan
in December 2019, and then it outbreaks rapidly in a vast range worldwide (Velavan and Meyer,
2020). World Health Organization (WHO) announced a pandemic situation on 11th March 2020
(Yang et al., 2020). The author further added that due to lockdown, different countries'
governments are banning air travel, exports, and imports, which made the panic situations to the
consumers and unusual retail consumer behavior.
E-commerce is likely to grow throughout this decade before witnessing a fall. A growth rate of
265%, from $1.5 trillion in 2015 to $5.9 trillion in 2023, indicates a steady upward trend for the
industry without any signs of slowing down. Another trend in e-commerce is the increasing reliance
on mobile phones for online shopping. Wireless e-commerce is also known as mobile commerce,
wherein people make purchases using mobile apps. New ways to make the customer experience
more seamless will emerge in the industry, and businesses need to keep integrating them for growth.
Conclusion
In India, Electronic buying will be bright in the coming time. After COVID-19 in India, attitude
towards online shopping is getting better. It will be very helpful in stopping panic of spreading
the Corona from person to person. The Covid-19 pandemic has encouraged online shopping
activities of consumers more active. Now a day, E- shopping is become a better source in this
situation of Corona virus, and E-retailers supply products that are normally purchased in the
supermarket by consumers
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