A Study of Role of E-commerce during Covid-19 pandemic in India

Document Type : Primary Research paper


Assistant Professor, Dr. Ambedkar Institute of Management Studies and Research, Nagpur.


Covid-19 pandemic forced the Indians to adapt to E-commerce and shift their
buying preferences from manual market purchasing to online purchasing. There was a
major shift in the consumer preferences due to wide spread of infection. Health care and
sanitization related products were suddenly in huge demand. Fashion, apparels, cosmetics
and travels were the worst hit segments. Many new entrants who were unaware about the
forth coming situation were completely in loss. As the lockdown restrictions were eased the
picture began to get better. When second wave hit India it infected a major amount of
population and people were more scared to step out than before. This gave a huge uplift to
the demand for health and safety products followed by food and beverages and online
streaming platforms. Thus, E-commerce industry rose to newer heights after the relaxation
of lockdown restrictions and played a major role in helping the Indian customers with
what they needed in difficult times. It can be easily said that pandemic gave E-commerce
industry a much needed push.