Typology of e-commerce shoppers

What is it about?

The spread of COVID-19 has drastically changed the entire market structure and shopping behaviors across the world. While shoppers rushed towards e-commerce platforms during the pandemic, the key debate that rose was on how this behavior will evolve post-COVID-19. The purpose of this study was to explore the different categories of e-commerce platforms’ users, and propose a distinctive customer typology in the era of the COVID-19 pandemic.

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Why is it important?

This research is among the first to identify the different stages, while proposing an innovative typology of e-commerce platform post-COVID-19. It also offers useful recommendations to deal with similar future crises. Based on the findings, the study distinguishes between two stages of e-commerce usage during the pandemic. Furthermore, it identifies four key typologies of e-commerce shoppers that are expected to form at the end of the coronavirus: duty-bound, e-watcher, makeshift, and onli-vorous shoppers. The characteristics and businesses strategies pertaining to each of the identified groups are discussed.