E-commerce Adoption and Consumer Behavior in the Post-Pandemic Era : a Case Study of Southeast Asia

Aaron Aziz; Yuna Yuna; Jimmy Choo

doi:10.55606/iceb.v3i1.465

Authors

Aaron Aziz Universiti Sains Malaysia
Yuna Yuna Universiti Sains Malaysia
Jimmy Choo Universiti Sains Malaysia

DOI:

https://doi.org/10.55606/iceb.v3i1.465

Keywords:

E-commerce, consumer behavior, post-pandemic, Southeast Asia, digital payments

Abstract

The COVID-19 pandemic accelerated e-commerce adoption across Southeast Asia, reshaping consumer behavior. This paper analyzes post-pandemic purchasing trends using case studies from Indonesia, Malaysia, and Vietnam. Key factors influencing consumer preferences, such as convenience, trust, and digital payment adoption, are identified to guide business strategies in the evolving digital economy.

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