Abstract:

The quick spread of coronavirus (COVID-19) across the world has caused a digital struggle to begin at a global level. In the researches conducted in this period, it was observed that consumers spent much more time in the kitchen compared to the past, and more time spent on their hobbies and personal care. The fear and anxiety experienced due to COVID-19 has made people tend to the market and food sector in order to survive. Due to the quarantine measures, consumers have started to make their purchases mainly on online platforms. Digital economy platforms have been created with such virtual commerce environments and consumers have been given the opportunity to shop from anywhere at any time. Businesses, on the other hand, have reviewed their communication techniques with consumers in this process. While the time people spend at home causes an increase in advertising expenditures in some sectors; Brands' budgets for digital advertising have decreased. The aim of this research is; To present the effects of the developments in the COVID-19 process on digital channels and e-commerce in a comparative manner. In addition, by examining the behavior patterns of businesses and consumers in this process, the effects of COVID-19 on commercial life and demand changes in different product groups were evaluated.

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