E-tailers adaptation during early stages of “social distancing causing crises”: an exploratory study

Abstract

PurposeThis paper studies the impact of social distancing causing crises (SDCC) such as pandemics in its early stages on e-tailers demand and supply side operations and provides a conceptual framework for adaptation.Design/methodology/approachA grounded theory-based approach has been used, wherein journal papers and news articles are the key data sources. Standard qualitative methodology, including open, axial and selective coding has been followed.FindingsThe study provides second order themes derived from first-order categories, the theoretical dimensions and their interrelationships on how e-tailers need to adapt to variations in online buying behaviour, manage manpower shortage and daily necessities inventory shortage, during SDCC. Panic buying emerges as a key disrupting factor as it has multiple repercussions on demand and supply side operations of e-tailers.Research limitations/implicationsExploratory qualitative research such as this is helpful in early development of a research stream and paves the way for future quantitative studies.Practical implicationsThis study makes a valuable contribution on e-tailers adaptation to SDCC with significant managerial implications. There are social, economic and policy implications too. For academicians, this study provides a conceptual framework and serves as a springboard for future research.Originality/valueThe study is unique as perhaps it is one of the first to study e-tailers adaptation to SDCC. It contributes to a body of the literature which is currently scarce but expected to grow exponentially in the coming years.