AN ANALYSIS OF COVID-19 AS A GAME-CHANGING DEVELOPMENT IN THE NEW RETAIL SECTOR'S CONCATENATION OF ONLINE AND OFFLINE SALES

Abstract

Covid-19 has had a profound impact on people's lives, and as a result, many things have changed. Anxieties and concerns about the COVID-19 wave somehow persist in 2025 also. Regulated health concerns and preventative measures have hindered industrial expansion generally. The shopping environment has changed in the retail industry, which has led to changes in customer behaviour and the use of technology. Online shopping is booming in popularity, and most customers are happy with the variety of products and the ease of ordering them. This study aims to examine consumer behaviour during and after the COVID-19 event in order to gain a better understanding of the new retail industry's possible convergence. By doing so, the article examines the future expansion of the new retail sector, which is characterised by the convergence of online and physical shopping. Through the application of functional analysis, this research was able to determine that the consumer-centric digital transformation would persist throughout the many waves of the COVID-19 pandemic. Concurrently, it becomes important to consider how stores can gradually evolve while retaining pertinent ideas. To stay afloat in the ever-shifting global marketplace, retail companies are progressively embracing omnichannel marketing tactics.