Adapting to changing consumer preferences is something that companies within the e-commerce and retail industry are used to doing. However, the Covid-19 pandemic has changed the pace at which these companies are having to adapt to these changes. The crisis along with the lockdown that a lot of countries have enforced, has forced consumers to shift from traditional ‘brick and mortar’ retailers to online shopping platforms at a very fast rate. The result of this is that the retail and e-commerce industry has had to adapt to the change in consumer behavior and preferences much faster than they have ever had to. In order to survive during the crisis and prepare for the ‘new normal’ way of life, retailers have had to embrace the change and to use digital means to the fullest extent.