The Impact of E-Commerce on the Retail Industry – A Comparative Analysis of Online and Offline Shopping Behaviour

Abstract

The rapid development of e-commerce has transformed the retail industry and the shopping behaviour of consumers. This study aims to compare and analyze the online and offline shopping behaviour of consumers in the context of the COVID-19 pandemic. The study uses a questionnaire method to collect data from online shoppers in the top 10 countries in terms of e-commerce market growth. The study also reviews the literature on the factors influencing online consumer purchasing behaviour and the impact of the pandemic on e-commerce and retail. The study finds that online shopping has increased during the pandemic due to convenience, safety, variety, and discounts. The study also reveals that online consumers have become more experienced, aware, and selective in their purchasing decisions. The study suggests that retailers need to adopt a consumer-centric approach and offer a seamless, personalized, and engaging online shopping experience to retain and attract customers.