Wybory klientów w czasie pandemii jako wyzwanie rozwojowe dla podmiotów rynku e-commerce
Customer choices in the pandemic as a development challenge for e-commerce organizations

Summary/Abstract: The presented article aims to identify the possibilities of development in the activities of entities operating in the Polish e-commerce market in the COVID-19 pandemic in the context of choices made by customers of e-commerce websites. For this purpose, data contained in market reports published by Gemius for 2020, 2021 and 2022 are analyzed. The research results indicate that the main development challenges for e-commerce entities during the pandemic were to ensure the economy, speed, and reliability of transaction execution, and in the context of the expectations of individual customer groups, it was possible to attract and retain them based on specific (important to customers) aspects of the relationship with the seller while shaping the value contained in the offer.

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