$1\mathrm{.}1$

$$Introduction

The global economic environment has seen major changes

due to the unusual challenges and disruptions caused by the COVID

$-$

$19$

$$pandemic$,$ which have affected many sectors globally. E

$-$

commerce is one of the industries that is severely impacted; during the pandemic, it saw a notable uptick in growth and use. This study intends to provide a thorough analysis of the COVID

$-$

$19$

$$pandemic$\text{'}$s revolutionary effects on e

$-$

commerce, with a particular emphasis on the strategies used, new ideas presented, and changes in customer behavior.

The COVID

$-$

$19$

$$pandemic$\text{'}$s financial effects on e

$-$

commerce have been significant. A report by Smith and Johnson

$(2020)$

$$claims that the global e

$-$

commerce sector reached a startling $

$4\mathrm{.}28$

$$trillion in

$2020$

$$thanks to an amazing

$27\mathrm{.}6$

$\%$

$$sales increase. Lockdown limitations and social distancing tactics have caused a shift in customer preferences towards online buying, which is responsible for this spike. Moreover, Chen et al

$.$

$(2021)$

$$in their study showed that the pandemic contributed to a notable rise in venture capital funding for the E

$-$

commerce industry, which in

$2020$

$$reached a record high of $

$73\mathrm{.}2$

$$billion$.$

A number of researchers have made significant contributions to the understanding of how the COVID

$-$

$19$

$$epidemic has changed e

$-$

commerce. Li and Wang

$(2020)$

$,$

$$for example, looked at how E

$-$

commerce companies responded strategically to the pandemic, emphasizing how they used modern technologies like augmented reality, virtual reality, and artificial intelligence to improve the online purchasing experience. Brown and Lee

$(2021)$

$$also looked into how customer behavior has changed, highlighting the move toward digital channels and the increasing dependence on online reviews and suggestions.

Through an analysis of the strategies, advancements, and changes in customer behavior in e

$-$

commerce, this study seeks to offer insightful information to researchers, firms, and legislators. By comprehending the lessons that have been learned

and the long

$-$

term effects of the COVID

$-$

$19$

$$pandemic on e

$-$

commerce, stakeholders will be better equipped to adjust and prosper in the ever

$-$

changing digital economy.

$1\mathrm{.}2$

$$Background and context of the study

The COVID

$-$

$19$

$$pandemic of

$2019$

$$was an international crisis that affected many industries and changed how people conducted business and conducted trade. The e

$-$

commerce industry arose as an important player in reaction to the pandemic's issues, undergoing significant changes in its strategies, advancements, and customer behaviour. The goal of this research is to examine the various ways that the COVID

$-$

$19$

$$epidemic has affected e

$-$

commerce, with an emphasis on the financial and accounting aspects.

The pandemic forced e

$-$

commerce entities to reevaluate and adapt their strategic approaches. Scholars such as Ali

$(2020)$

$$emphasize the need for agility and resilience in e

$-$

commerce strategies to navigate uncertainties. Bhatti et al

$.$

$(2020)$

$$discuss the importance of strategic decisions in responding to unprecedented challenges, highlighting the role of leadership and innovation. George et al

$.$

$(2020)$

$$contribute insights into organizational strategies that facilitate e

$-$

commerce resilience during crises.

In the e

$-$

commerce industry, the pandemic accelerated the adoption of modern technologies and business strategies. Amoils

$(2021)$

$$researched on

how e

$-$

commerce ecosystems are changing as a result of developing technologies. Supply chain improvements, digital payment systems, and consumer engagement tools are just a few of the specific advances that Bellini et al

$.$

$(2023)$

$$and Fakieh and Happonen

$(2022)$

$$highlight as examples of how e

$-$

commerce organizations adjusted to the "new normal."

The shift in consumer behavior during the pandemic has been a central aspect of e

$-$

commerce evolution. Anastasiadou et al

$.$

$(2020)$

$$examine changes in consumer preferences and expectations, emphasizing the growing importance of online experiences. In the context of e

$-$

commerce, Xanthopoulou

$(2022)$

$$offers insights into the psychological components of consumer decision

$-$

making. J

$$

lkov

$$

$$and Kr

$$

lov

$(2021)$

$$provide a sophisticated perspective on the development of consumer behavior in relation to safety issues and digital interactions.

The pandemic caused major changes in the financial landscape of e

$-$

commerce, which made an in

$-$

depth examination of

accounting procedures and their financial implications essential. Argyropoulou et al

$.$

$(2023)$

$$investigate the financial tactics used by e

$-$

commerce companies to guarantee their viability. In their examination of financial reporting procedures, Bogevska et al

$.$

$(2022)$

$$emphasize the significance of financial information communication being transparent. The dynamic e

$-$

commerce industry presents both opportunities and challenges for accounting, as highlighted by Dospinescu et al

$.$

$(2022)$

$.$