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

Esmir Demaj – EPOKA University, Rr. Tirane-Rinas km.12, 1032, Tirana, Albania

Maria Balozi – EPOKA University, Rr. Tirane-Rinas km.12, 1032, Tirana, Albania

Abstract: The COVID-19 pandemic caused unprecedented changes in con- sumer 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, highlight- ing the dual influence of the pandemic and digital platforms on evolving consumer preferences.

10th International Scientific Conference ERAZ 2024 – Conference Proceedings: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT,  hybrid – online, virtually and in person, Lisbon, Portugal, June 6, 2024

ERAZ Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ERAZ conference partners: Faculty of Logistics, University of Maribor, Maribor (Slovenia); University of National and World Economy – UNWE, Sofia (Bulgaria); Center for Political Research and Documentation (KEPET), Research Laboratory of the Department of Political Science of University of Crete (Greece); Institute of Public Finance – Zagreb (Croatia); Faculty of Tourism and Hospitality Ohrid, University of St. Kliment Ohridski from Bitola (North Macedonia)

ERAZ Conference 2024 Conference Proceedings: ISBN 978-86-80194-86-8, ISSN 2683-5568,

DOI: https://doi.org/10.31410/ERAZ.2024

Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission. 

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