Resumen

BEJAR-TINOCO, Víctor et al. E-COMMERCE AND CONSUMER HABITS DURING THE COVID-19 PANDEMIC IN MEXICO. Innovar [online]. 2022, vol.32, n.86, pp.119-134.  Epub 30-Mar-2023. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v32n86.104665.

In 2020, the entire world had to abruptly adapt to a new reality: the health emergency caused by COVID-19. Organizations had to rearrange their marketing strategies based on the changes brought by this situation to market and consumer behavior. COVID-19 forced social distancing, thus leading to shifts in online consumption habits. This paper aims to present an overview of the significant changes in online commerce during the COVID-19 pandemic in Mexico through a documentary, exploratory, qualitative and cross-sectional research. Secondary data were collected with information from the National Survey on the Availability and Use of Information Technologies in Homes (ENDIJTIH, in Spanish), conducted by the Mexican Internet Association, the Mexican Association of Online Sales (AMVO, in Spanish), and the Global Consumer Perspectives Survey 2021 (PwC, 2021), among other sources. Results show that consumers and companies had to rapidly learn, adapt, and respond to new market requirements, and that the onset of COVID-19, variations in consumption habits, business digitization, and digital inclusion in Mexico favored e-commerce.

Palabras clave : e-Commerce; COVID-19; digitization; consumption habits; Mexico.

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