Abstract:

The COVID-19 pandemic acted as a significant catalyst for the growth of e-commerce in Europe, hastening its upward trajectory due to the imposition of lockdowns and social distancing measures. This surge in online shopping persisted beyond the easing of restrictions, albeit at a reduced pace. Prior to the pandemic, European e-commerce had been steadily expanding, but COVID-19 substantially magnified this trend. Statistics reveal a noteworthy 13% increase in total European e-commerce sales in 2021, amounting to €718 billion, indicating a profound shift in consumer behavior.

A remarkable facet of this evolution is the emergence of mobile commerce (m-commerce). With the growing reliance on smartphones for communication and browsing, m-commerce platforms witnessed a significant upsurge. European consumers now exhibit greater comfort in conducting transactions directly through their phones, highlighting the necessity for a seamless and optimized mobile shopping experience.

The pandemic also influenced the purchasing patterns of Europeans, with categories such as groceries, household essentials, and personal care items witnessing a notable uptick in online sales. This transition underscores an increasing acceptance of procuring everyday essentials online, a domain previously dominated by brick-and-mortar establishments.

However, the post-pandemic landscape presents both opportunities and challenges for European online retailers. While the e-commerce consumer base has expanded, competition has become fiercer. To meet the heightened expectations of consumers for swift delivery, extensive product offerings, and robust omnichannel experiences, European online retailers must adapt accordingly. Addressing these challenges can greatly benefit from insights derived from academic research in comprehending consumer behavior, enhancing cybersecurity, optimizing technology for online platforms, and refining supply chain management and accounting practices. These vital topics are covered in a course at FH JOANNEUM. This paper illuminates the possibilities as well as the complexities associated with this subject matter.

Keywords:

e-commerce, lecture creation, syllabus.