HOW COVID-19 INFLUENCED CUSTOMER BUYING BEHAVIOUR AND BUSINESS RESULTS OF E-SHOPS

The aim of this paper is to compare customer purchasing behaviour and marketing activities and the results of selected e-shops offering different product categories in periods of 2019 and 2020. For this purpose, values such as number of visits, number of transactions, sales volume, and conversion rates of individual customers will be analysed. Furthermore, the total investment in online marketing communication and selected online marketing channels, as well as the impact of these channels on the overall performance of the e-shops, will also be analysed. Values such as cost per e-shop visit and customer acquisition, cost per transaction, investment-to-twist ratio, average number of purchases, and average order value will also be used for comparison. As a result, the author will provide insights into the real impact of the COVID-19 pandemic on customer buying behaviour, e-shop business results, and the performance of their online marketing channels.