ABSTRACT
The confinement resulting from the current COVID-19 pandemic is impacting all human activities. With technology, many of these activities such as business processes are being transformed. As such it is important to understand how these transformations are taking place and how to address the new challenges with equally innovative strategies. The purpose of this chapter is to analyse and explain the influence of e-commerce as an independent variable, in consumption habits, and as a dependent variable, in times of COVID-19, for consumers in Durango Mexico. To do so, a quantitative methodology was adopted, in which each of the variables is diagnosed, followed by ANOVA and regression tests to determine the proposed relationship. The findings show that e-commerce does have an impact on consumer buying habits in the city of Durango, that the 'surf the internet' dimension is the one that occurs most frequently and that price is the factor most highly valued by consumers. © 2022 Emerald Publishing Limited. All rights reserved.