From Stores to Screens: The Digital Transformation of Shopping in Albania During COVID-19: Impact of Social Media
From Stores to Screens: The Digital Transformation of Shopping in Albania During COVID-19: Impact of Social Media

Author(s): Esmir Demaj, Maria Balozi
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: COVID-19 pandemic; Consumer behavior; E-commerce; Social media purchases; Physical stores; Albania
Summary/Abstract: The COVID-19 pandemic caused unprecedented changes in consumer behavior worldwide. This study explores the impact of the COVID-19 pandemic on consumer behavior in Albania, with a focus on the shift from physical store shopping to online purchases via social media. The research aims to understand how the pandemic influenced consumer purchasing habits and to identify the factors driving this transition. A mixed-methods approach was employed, combining qualitative data from 4 focus groups of various participants and quantitative data from a survey of 124 respondents aged 18-39. The findings reveal a significant increase in online shopping during the pandemic, with approximately 40% of respondents showing a preference for social media purchases even after the pandemic. Key factors influencing this shift include time-saving benefits, ease of product search and comparison, a wider variety of products, and lower perceived costs. The study contributes valuable insights into the Albanian market, highlighting the dual influence of the pandemic and digital platforms on evolving consumer preferences.

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