DEVELOPMENT OF E-COMMERCE IN TIMES OF THE CORONA CRISIS

Abstract

In 2020 and 2021, the coronavirus crises lead to an extraordinary e-commerce growth. Based on an empirical study among 365 online retailers in Switzerland and Austria, the e-commerce developments during the corona crises were investigated. Nine out of ten online retailers demonstrate a sustainable e-commerce growth, and more than half have gained many new customers. In addition, many existing customers buy more frequently from online retailers, and/or buy larger quantities. In 2020, most online shops had a strong order increase in product groups like garden, do-it-yourself, toys, furniture, sports equipment, and food (more than 20% per year). Due to the e-commerce growth, online retailers are faced with different challenges in procurement, management, customer service, distribution, and IT. Moreover, new sales channels like messenger and social commerce arise and classical formats are adapted. Therefore, omni-channel retailers test showrooms, click and collect, experiential, self-service, or pop-up stores. Finally, this contribution provides strategic and operational implications for online shop operators.