New trends in e-commerce post COVID-19: analyzing the determinants of online shopping behavior

Abstract

The COVID-19 pandemic has led to profound changes in shopping behaviors, accelerating a swift shift towards e-commerce. This research aims to unravel the new directions of e-commerce post COVID-19 by exploring the determinants of online shopping behavior. Utilizing a comprehensive literature review, the study sifts through various researches to pinpoint the determinants that drive consumers towards online purchases in a post-pandemic global context.

The primary goal is to analyze how the pandemic has reshaped online shopping behaviors, identifying the key factors that encourage e-commerce adoption. This study employs a systematic literature review to consolidate existing knowledge on post COVID-19 e-commerce trends. By compiling and analyzing previous studies, the approach aims to provide a comprehensive understanding of the underlying dynamics.

Findings indicate that ease of use, trust, transaction security, and increased environmental concerns are among the main drivers behind the surge in e-commerce adoption. A clear preference for online platforms is observed, transcending demographic barriers. The primary limitation lies in the methodological approach, focusing solely on the literature review, which might not capture all the contextual nuances specific to each region or sector. Future research, including qualitative and quantitative studies in diverse geographical contexts, could deepen the understanding of post-pandemic online shopping behaviors. Insights gained can guide e-commerce businesses in refining their digital strategy, focusing on aspects valued by consumers in the new post-pandemic business environment. By providing a synthesis of research on e-commerce in the post COVID-19 context, this study offers an enriched perspective on the factors influencing online shopping behaviors, thus contributing to the existing literature on the subject.

Keywords:  E-commerce, Online shopping behavior, COVID-19, Consumer trends, Determinants.

JEL Classification: M31

Paper type: Theoretical Research