Pet supplies, toddlers and electronics : long-term changes in three e-commerce product segments during and after the COVID-19 pandemic

Abstract

This paper examines the impact of the COVID-19 pandemic on e-commerce in Hungary, focusing on three product segments: animals and pet supplies, baby and toddler, and electronics. Using anonymised sales data provided by Barion Payment Inc., a Hungarian startup, the study analyses the relationship between the number of new COVID-19 cases and online sales volumes in these segments from March 2020 to February 2023. The study explores the similarities and differences between the segments, the possible mechanisms through which the increase in cases affected them (such as fear of infection, in-store restrictions, and convenience), and whether the changes were permanent enough for e-retailers to rely on them for business development. The findings suggest that while all three segments experienced increased sales during the pandemic, only the animals and pet supplies segment showed sustained growth due to deeper socio-economic trends, such as increased pet ownership. The paper concludes with recommendations for policymakers and retailers to better prepare for similar situations in the future, including creating crisis scenarios, supporting socially deprived customers, and improving the digital readiness of retailers.