E-commerce During the COVID-19 Pandemic: An Exploratory Study Involving Portuguese Consumers

This exploratory study aims to shed light on the e-commerce phenomenon and the impact of the pandemic COVID-19, namely in a period of social distancing and isolation. We study two prominent examples, via secondary data: Japan and the USA. We then analyze digital consumption behaviors and patterns in Portugal. For this, a questionnaire was created - using Google Forms - where both quantitative and qualitative perspectives were gathered. The research sample was a convenience sample, popular in business research, and it included 185 responses from Portuguese citizens. Through a cautious analysis of the primary data obtained, it was possible to compare the consumption levels in an ante- and post-COVID-19 context; what type of products are the most pursued; by whom they are most sought after; what are the most used platforms; and, additionally, the satisfaction levels regarding the use of these platforms. No statistically significant association (chi-square statistic) was found between gender or age and the preference for physical versus online stores. The data also uncovers that there is still a general preference for a more secure, traditional way of life in Portugal due to the fact that people still reveal some insecurities and fears regarding shopping through the Internet and a preference to buy in physical stores, which clearly leads people, in general, to buy online not so regularly as in other countries.