E-handelns påverkan på dagligvaruhandeln En studie om e-handelns och covid-19-pandemins effekter på butikers verksamhet

Detta är en Kandidat-uppsats från Göteborgs universitet/Företagsekonomiska institutionen

Sammanfattning: Background: The emergence of the internet has changed the market structure for many industries, and it can be discerned that there has been a shift where trade has increasingly shifted from traditional retail to online shopping. In the food industry, e-commerce has in recent years grown even larger. Many industries have experienced great growth in e-commerce in 2020 as a result of the covid-19-pandemic, where the grocery trade has been particularly distinctive with a growth rate of 95%.Purpose: The purpose of the thesis is, in light of the steadily increasing e-commerce (something that intensified during the covid-19-pandemic), to contribute with increased knowledge about how individual, local grocery stores have been forced to change their operations, and whether these will continue in the future.Research method: The study is exploratory with a qualitative method and an abductive approach. The data collection consists of primary sources in the form of interviews with respondents from local Ica, Willys and Coop stores. Secondary sources have also been used in form of books, reports, websites and scientific articles.Conclusion: The study shows that a number of adjustments have been made to all the stores studied as a result of the already steadily increasing demand for e-commerce. It can also be stated that the covid-19-pandemic has had a significant effect on all the stores’ operations, primarily linked to hygiene, digital development and capacity increase in e-commerce. Some of these adjustments will be permanent while others are short-term. All stores agree that work with e-commerce will also continue in the future as everyone agrees that e-commerce is here to stay.

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