CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The rapid outbreak of the COVID-19 presents an alarming health crisis that the world is grappling with. In addition to the human impact, there is also significant economic, business and commercial impact being felt globally. As viruses know no borders, the impacts will continue to spread. In fact, 94 percent of the Fortune 1000 across the globe, and businesses in Nigeria have been impacted and are already seeing COVID-19 disruptions. Amidst the evolving strategies and initiatives to halt the spread of corona virus pandemic around the globe, shifting consumer behaviour to online trade channels and digital platforms can provide the needed incentive to keep people safe and by extension promote the growth of Nigeria’s e-commerce industry. Keeping safe and staying alive is everyone’s most cherished watchword at this time. The corona virus (COVID-19) pandemic in many of the countries including Nigeria is not abating despite concerted steps by governments, private sector players, multilateral organisations and other stakeholders to halt the rate of transmission. In the face of the escalation of the pandemic, the Nigerian government and 36 state governments are strengthening enforcement and compliance of residents with the stay-at-home order aimed to check movement of people. By implication, Nigerians will stay at home for longer days, weeks or even months. Disruption in the logistics and supply chain that has already affected the availability of basic essential goods will also be disrupted further. The likelihood of a shortage of foods, water, toiletries, drugs and other essential items may result in days to come, as existing products in the warehouses and those on the shelves at the supermarkets and malls may run out. As COVID-19 becomes a global pandemic and consumers change their buying habits, it’s more important than ever that you have a complete view of the marketplace. Our global study reveals how this changing behaviour can create new opportunities for marketers.

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