Impact of COVID-19 on Consumer Buying Behavior Toward Online Shopping in Iraq

With the increasing penetration of the internet, online shopping has become ubiquitous with payments and deliveries made easy. Moreover, owing to COVID-19, online shopping has become even more attractive, considering the restricted circumstances. This study investigates the possible correlation of COVID-19 to consumer buying behaviors of electronic durable goods in Iraq with a specific focus on understanding consumer adaptations to the related restrictions. This study examines extant literature and secondary sales data from Samsung, the largest consumer electronic durable-goods company in Iraq, to show how the pandemic may have encouraged Iraqi consumers to embrace technology, as hinted by the surge in online purchases. Some markets have found it difficult to adapt to online shopping, despite the pandemic negatively affecting brick-and-mortar sales worldwide. However, many are adapting via innovation and investment. Overall, COVID-19 may have caused Iraqi consumers to embrace technology and adapt their lifestyles to the restricted circumstances