The defining event of 2020, was the outbreak of the global COVID-19 pandemic. The pandemic resulted in many drastic changes in social, political and economical norms. Even with the introductions of vaccines, it is predicted that at the current pace, it would take close to seven years for 75% of the world to be vaccinated (Randall, 2021) . Social distancing is now a common practice, resulting in many people working and shopping from home. These changes have led the rise and fall of many markets, with e-commerce having a colossal growth. But with the arrival of the vaccines has e-commerce hit its peak?

In a recent study conducted in US market, it was found that there was a significant increase from in e-commerce sales from 2019 to 2020. It was found that on average a consumer has increased their spending from $589 to $861, which is an 44% increase (Ali, 2021) . Even with this increase many companies which have an online presence still struggled greatly, with companies such as J. C. Penny and Neiman Marcus filing for bankruptcy. This showed that even with Ecommerce options available, some companies still mainly rely on brick-and-mortar outlets. In contrast Amazon’s website traffic increased by over 54% during the first few months of the outbreak, with small market place sellers having an increase with 60% in sales (Ali, 2021)

In another study conducted in Europe’s three biggest e-commerce markets also saw similar growth. In these markets it was found that 6 out of 10 consumers would continue to shop online at the same levels even when the pandemic has ended. The ease, convenience and safety of ordering online has led people to get comfortable with the process shown by the 75% of surveyed consumers planning to shop less in-stores in 2021 even with new safety and health guidelines. Thus, it assumes that the average revenue generated in the e-commerce market will maintain its high values. (Mckay, 2020)

Although it may seem that this growth will continue, it was found that there was a 11% decrease in growth in January of 2021 for Amazon. This can also be seen in the European market as well with some markets seeing a 7%-12% decrease in growth, especially the non-essential market. Although the growth has decreased the sales revenue still steadily increased. (Berthiaume, 2021)

In conclusion it can be argued that the sudden growth in e-commerce has finally settled in correlation with the world adapting and returning to a form of normality. Even though the growth may have settled, the total revenue in the market will steadily increase due to the initial development of the market. A survey showed nearly 9 customers out of 10 worldwide intend to continue to buy via the e-commerce options they discovered during lockdown (Mckay, 2020) . Companies planning on having e-commerce services must try to get into the market as soon as possible before the reduce growth effects the market negatively.


Ali, F. (2021, February 21). Charts: How the coronavirus is changing ecommerce.Retrieved from digitalcommerce360: Click here

Berthiaume, D. (2021, January 26). Study: E-commerce market will continue strong growth in 2021. Retrieved from Here

Mckay, L. (2020, October 15). 2020 Peak Season e–commerce forecast. Retrieved from Click Here

Randall, T. (2021, February 5). When Will Life Return to Normal? In 7 Years at Today's Vaccine Rates. Retrieved from Click Here