Influence of COVID-19 on E-commerce sales : The omnichannel strategies case of the retail businesses in Sweden

Abstract: Purpose - This thesis aims to describe the strategies employed by omnichannel experts in Swedish retail shops during the Covid19 pandemic. Furthermore, the integration of the physical and online channels is studied to describe the methods used to increase sales, especially in the online channels. Methodology – The study applies a qualitative method where semi-structured interviews were conducted with omnichannel experts from retail businesses. Findings – The aim of the retail shops during the Covid19 pandemic has been to perform in- store and online shopping despite the partial restrictions. Retail shops had to adapt to the changes in the Swedish market and the consumer behavior. The challenge of maintaining sales and remaining competitive has shown that Swedish retail shops have remained resilient and that adaptation has been key to their business strategies. Practical Implications – Retail businesses worldwide were forced to close their business except for their online services. However, Sweden is a particular case where retailers had to find solutions to their physical and online retail operations. Partial restrictions allowed them to carry out business activities in the Swedish market. Therefore, the current pandemic has influenced Swedish retailers to help them identify business strategies to boost their sales, especially online sales. As well as the data collection and literature findings, both cases suggest that adapting to new technologies is the key to increasing sales in all channels. Therefore, retailers should introduce new ways of working with the help of technological tools to become more competitive and provide excellent service to an increasingly demanding and technologically savvy customer. Contribution – This study contributes to the area of research that looks at how omnichannel retail structures can be improved to increase sales. And how they adapt to change market situations that influence consumer behavior.