The pandemic has definitely accelerated the adoption of online shopping, and social shopping is becoming more popular, where ease and social distancing can be combined with fun. Tapping in this shift in shopping behaviour in the run-up to Christmas is TikTok’s livestream shopping event.

The way that people do their grocery shopping has been changed, potentially forever, as a result of the pandemic. Morrisons has made big strides to become a market front-runner thanks to innovations like telesales lines, subscription boxes, and support for children on free school meals.

How are expectations for super-convenient shopping and delivery clashing with worries about the gig economy? Why do Gen Zers want immersive shopping experiences? What has the pandemic meant for self-gifting? And how do people expect brands to give back to local communities?

E-commerce has boomed during the pandemic with Amazon coming out on top, yet as people return to their normal routines, growth has begun to slow down. As a result, Amazon is looking to open physical retail stores, to cater to omnichannel retail desires and fend off competition.