Uncovering Shifts in Online Market Shopping Behavior During Covid-19 Pandemic

Year 2025, Volume: 38 Issue: 4, 1644 - 1661, 01.12.2025

Burcu Yılmazel , Müzeyyen Anıl Şenyel Kürkçüoğlu , Tuncay Küçükpehlivan , Mehtap Özenen Kavlak , Tuğrul Hocaoğlu , Saye Nihan Çabuk , Alper Çabuk

https://doi.org/10.35378/gujs.1555966

Abstract

This study investigates shifts in online market shopping behavior in Ankara, Türkiye, during three distinct stages of the COVID-19 pandemic: pre-pandemic, the period of stringent restrictions, and the subsequent easing of restrictions. Using online sales data from local supermarkets, we combine statistical and spatial analyses to evaluate how consumer behavior evolved and how it relates to socioeconomic and geographic factors. A non-parametric Kruskal–Wallis test identifies significant differences in online sales across the three periods, while Geographic Information Systems mapping visualizes the spatial distribution of changes at the neighborhood level. Correlation analyses reveal that online shopping activity is positively associated with higher socioeconomic status and education levels, with these relationships becoming more pronounced during the restriction period. The findings demonstrate that online grocery adoption surged under strict measures and partially stabilized afterward, with spatial patterns highlighting disparities between central and peripheral districts. By integrating statistical evidence with spatial visualization, this study provides insights into how crisis-driven shifts in consumer behavior intersect with social and geographic factors, offering a basis for future research and policy considerations in urban retail and e-commerce planning.

Keywords

Covid-19 , Online shopping , Geospatial mapping , Social indicators , Pandemic restrictions

Ethical Statement

Not acceptable

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