Impact of Covid-19 on E-commerce Industry in UK

Inquiry Based Learning
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Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
Background of study....................................................................................................................3
Company Overview.....................................................................................................................3
Research aim:...............................................................................................................................3
Research objectives.....................................................................................................................3
Research question:.......................................................................................................................3
Rationale for the research............................................................................................................4
LITERATURE REVIEW................................................................................................................4
Impact of Covid-19 on E-commerce industry of UK..................................................................4
Changes in customer behaviour affecting BOHOO since Covid-19...........................................4
Strategies used by BOHOO to deal with changes in customer’s behaviour due to Covid-19.....5
Methodology....................................................................................................................................5
Analysis and Discussion..................................................................................................................7
RECOMMENDATIONS...............................................................................................................10
Conclusion.....................................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Background of study
COVID-19 has developed a watershed moment in economic, civic and organisational
terms. It change the scenario of whole world and impact on all over the industries but e-
commerce industry is now gain high growth and success (Al-Khalaf and Choe, 2020). The
behaviour of customers is also change towards E-commerce due to Covid-19 as they now prefer
to buy product and service online in order to prevent them from virus.
Company Overview
For the present study, Boohoo UK is taken into consideration. It is an online fashion
retailer which was established in year 2006 and headquarter in Manchester, United Kingdom. It
specialise in own brand fashion clothing for 16-30 years old people and offer more than 36,000
products. The increase in preference of customers to buy online product enhance sales and
profitability of organisation. In addition to this, it also assist in increasing customer base level
and improve its market presence in an effective manner.
Research aim:
“To analyse changes of the customer’s behaviour in UK Ecommerce since Covid-19”. A
case study of BOOHOO UK.
Research objectives
 To identify the impact of Covid-19 on E-commerce industry of UK.
 To determine changes in customer behaviour affecting BOHOO since Covid-19.
 To explore strategies used by BOHOO to deal with changes in customer’s behaviour due
to Covid-19.
Research question:
 What is the impact of Covid-19 on E-commerce industry of UK?
 What are the changes in customer behaviour affecting BOHOO since Covid-19?
 What are the strategies used by BOHOO to deal with changes in customer’s behaviour
due to Covid-19
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Rationale for the research
One Of the main reason to conduct this study is to gain knowledge about changes of
customer behavior due to Covid-19 in E Commerce industry. It is stated that COVID-19 has
affected all the industries but E Commerce industry has gain higher growth and success as
preference of customers is changed from offline to online buying. In addition to this, it also help
researcher to gain both personal and professional growth. In context to professional, it allow
investigator to know about E Commerce industry and in relation to personal, it help in enhancing
skills such as data analysis, data collection, communication, time management and many more.
LITERATURE REVIEW
Impact of Covid-19 on E-commerce industry of UK
As per the view point of Margaret Kashuba, (2020) It is analyzed that COVID-19
pandemic change the whole world and impact on the overall economy. The E Commerce
industry gain higher growth and online sales is increase rapidly. The buying preference of
customers has changed as they shift towards from offline to online. Customers buy food, clothes,
essential items and any other things online in order to safeguard them from virus. It also saves
the time as well as cost of customers which impact positively on the sales and profitability of an
organization (How has COVID-19 impacted consumer behaviors & organizational responses,
2020 ). E-Commerce industry is one of the industry which gain growth in this pandemic and
organization to rapid development in order to maintain their performance level. Before Covid-19,
the 50% of population of UK preferred to buy products and services online but it is analyzed that
after COVID-19 around 85% of population prefer ordering online. It is stated that there is
positive impact of COVID-19 on E Commerce industry within the United Kingdom.
Changes in customer behaviour affecting BOHOO since Covid-19
According to Carl Zangerl, (2020) It is analyzed that from panic buying to online shopping, this
pandemic has disrupted the overall consumer behavior within a short timeframe. Online
shopping is rapidly increasing and E Commerce industry gain growth in this pandemic. There are
many people who buy non perishable food as well as essential product in large number of
quantity but this pandemic arise panic buying as well as unanticipated reaction of customer. The
sales of E-grocery is getting doubled as compared to other aspects as people prefer not to go out
and services at their doorstep ( The impact of Covid-19 on Ecommerce, 2020). Some of the
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