THE IMPACT OF THE COVID-19 PANDEMIC ON ONLINE SHOPPING: AN EMPIRICAL RESEARCH WITH KOSOVAR CONSUMERS

Abstract

The impact of the Covid-19 pandemic on the growth of online businesses in Kosovo is a topic that is treated in this paper. Due to the fall in economic activity brought on by the economy's closure, the COVID-19 pandemic inevitably had a negative impact on the Kosovar economy, just like it has on other nations around the world. The requirement for enterprises to undergo a digital transformation has been considerably expedited by Covid-19, which has had a tremendous impact on businesses, society, and the economy in general. E-commerce is based on the idea of conducting business more effectively and quickly online. Giving clients access to the company's computer system allows them to modify the product and service to their specifications and ensure on-time delivery. These automated tailored services have a significant financial impact on enterprises by boosting earnings and lowering operating expenses. This paper seeks to shed light on the Covid-19 pandemic's effects on Kosovo's internet commerce growth. For this reason, a survey was conducted online, with 251 respondents selecting the appropriate sample using a non-random selection approach. The results show that Covid-19 appears to have had a favorable effect on the growth of online businesses in Kosovo. The Covid pandemic has positively impacted the growth of online enterprises in Kosovo, and the 24/7 accessibility of the online business has positively impacted the increase in sales volume, according to the results of the hypothesis testing. The paper primarily describes how the Covid-19 epidemic affected the growth of online enterprises in Kosovo.