The pandemic of COVID-19, a disease caused by the severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2), whose first cases appeared in Wuhan, China, in late 2019, quickly spread to the rest of the world causing a severe public health problem, and an unprecedented economic and social crisis.
Preventive measures to avoid contagion led governments and institutions to resort to long periods of confinement of populations, especially in 2020, and which are still in force in some countries or regions, despite the accelerated process of vaccination taking place in the United States of America and Europe.
As there is no treatment to stop the disease, social distancing was one of the measures adopted by the states, which changed people’s lives and daily routines, forcing them to stay confined to their homes. Due to these circumstances, there was a change in the buying behaviour of consumers, online and offline, causing problems for small businesses and traditional commerce, but boosting, on the other hand, large companies that had strong E-commerce channels and budgets to invest in the development of Digital Marketing, offering them e-commerce opportunities never achieved before.
This study’s main objective was to understand the impact of the COVID-19 pandemic on E-commerce in the United States. From the literature review, it was possible to draw some conclusions about the impact caused by the health crisis in this business sector.
Subsequently, quantitative research was carried out through a questionnaire, and the results were analyzed and worked on in order to corroborate the data previously collected.
Next, some characteristics of consumer behaviour and preferences are described to formulate a Digital Marketing Plan.
This Plan was supported by the information collected throughout the study, in order to suggest different strategies and innovations so that traditional commerce can react to the economic and commercial crisis more effectively because the development of technological innovations and megatrends can mean not only the survival but also the sustainable success of a company.
Sara Raquel Sucena da Fonseca – MA Marketing JUL20 https://www.linkedin.com/in/sara-fonseca-23a52237
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