Online Shopping Behaviour in South Africa During the COVID-19 Pandemic

Traditional brick-and-mortar stores have had to endure competition the past years from various shopping channels, particularly online shopping, which is driven by mobile technologies and more recently, the COVID-19 pandemic. Consumers, restricted by COVID-19 lockdown regulations, had to increasingly make use of online shopping. The aim of this exploratory study was to determine how the COVID-19 pandemic influenced the online shopping behaviour of South African consumers and if the behaviour would continue in the post COVID-19 period. Factors were identified from literature that influence consumer's online shopping behaviour. A national survey was conducted, using mixed methods research and the data from 673 respondents were statistically analysed. The findings indicate that only 12% of the respondents shopped online for the first time, due to the COVID-19 pandemic and 87% indicated they shop online monthly. Sixty-eight percent indicated they will continue shopping online and 65% think online shopping is a safer option. The products purchased most during the pandemic period were fast foods and clothing and the preferred delivery method was receiving the goods at home. The factors that affected online shopping during the COVID-19 period most were Personal Experience of Online Shopping, Interaction with products and the Current impact of Covid-19 on shopping. The findings suggest that customers in South Africa will continue to make use of online technologies to purchase goods and services.