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Over the past few months we have witnessed how the COVID-19 pandemic has escalated online shopping usage throughout the world. With brick-and-mortar retailers forced to shutter stores, a distinct opportunity was born for e-commerce businesses to take over. Even in India, it has led to a rise in the number of fi rst-time e-commerce users, who had been so far uncomfortable with shopping online. Even now, when stores have re-opened, online retailers and e-commerce platforms continue to experience drastic growth as consumers try to avoid shopping malls with increasing anxiety over the virus. Today, a strong online presence has evolved to become the prime necessity for all players of the retail ecosystem. In the initial days of the lockdown, we have seen how an increasing no of brands, which were not following an Omnichannel route earlier were making a beeline for establishing their online platforms. Even the most prosperous of brick-and-mortar stores have been forced to experiment with digital channels in wake of the crisis.

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