UkrainianProfessional Education

Abstract

The article presents a comprehensive study of changes in consumer preferences in the online shopping market, influenced by global crises such as the COVID-19 pandemic and ongoing military conflicts. The first section highlights how quarantine restrictions, store closures, and increased demand for essential goods have significantly boosted online shopping, establishing it as a primary means of obtaining goods during crises. The analysis focuses on major product categories, such as food, electronics, and personal hygiene products, which saw the highest demand due to shifting consumer priorities toward essential needs and comfortable living. The second part of the article examines the role of digital technologies and logistical solutions in sustaining the e-commerce market. It discusses how the development of delivery services and enhancement of online platforms became crucial for businesses seeking to meet the rising demands of consumers. The use of technology for personalized shopping experiences and improved user convenience has attracted new buyers and maintained interest in online shopping even after restrictions were eased. The third section presents the results of a statistical analysis of changes in the online sales market structure from 2019 to 2024, evaluating market shares and growth rates for key product categories. For instance, electronics and food products showed the highest growth, indicating a strong demand for items supporting home work and study needs. The analysis confirms that crises have led to lasting changes in consumer behavior, making regular online orders a norm for a larger portion of the population. The final part of the article offers recommendations for businesses on adapting their marketing strategies and digital platforms to interact effectively with customers in a changing environment. The authors conclude that further improvement of delivery services, personalized shopping options, and stable digital platforms is essential to sustaining consumer interest in e-commerce. The findings provide valuable insights for developing new business models that address market transformations driven by global crises and the growing importance of digital sales channels

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