How COVID-19 Changed Buying Habits – Has Your Business Adapted?

COVID-19 is long over, but the pandemic reshaped the global economy, permanently altering the way people make purchasing decisions. What started as a crisis-driven shift to online shopping and remote services has now become the norm. 

Businesses that have adapted to these changes are thriving, while those that have resisted are seeing a steady decline in sales. If your business has yet to adjust, you may already be feeling the effects.

I was discussing the sales cycles on large software deals with a bank and how COVID-19 has lengthened to sales cycle from 2 years to up to 5 years. Businesses that shelved decisions during COVID-19 have slowly been coming back to restart a sales process that started 6 years ago.  

So, let’s have a look at what changed and what you can do about it.

The Shift in Consumer Behaviour

Before the pandemic, people generally followed a predictable buying pattern. They browsed products in physical stores, relied on face-to-face sales interactions, and made purchasing decisions based on personal experience.

However, COVID-19 restrictions forced people to embrace digital alternatives, fundamentally changing their expectations and preferences.

Some of the biggest shifts in buying habits include:

1. Increased Online Shopping – Lockdowns accelerated the adoption of e-commerce, making people more comfortable purchasing everything from groceries to high-value items online. Even as physical stores reopened, many buyers continued to prefer the convenience of digital shopping.
2. Demand for Contactless Experiences – Whether through curb side pickup, mobile payments, or virtual consultations, customers now expect businesses to offer low-contact or no-contact shopping options.
3. Greater Emphasis on Value and Necessity – With economic uncertainty still lingering, people have become more mindful of their spending. They seek better deals, value-driven purchases, and transparent pricing before making a decision.
4. Loyalty Shifts and Brand Trust – During the pandemic, supply chain disruptions forced people to try new brands. Many of these changes stuck, leading to a decline in traditional brand loyalty. Today, businesses need to work harder to build trust and retain customers.

The New Sales Cycle: Then vs. Now

COVID-19 didn’t just change how people shop; it also transformed the sales cycle. Here’s how it compares:

Before COVID-19:

• Customers visited physical stores or met with sales representatives.
• Buying decisions were often made on the spot, especially for low- to mid-priced items.
• The sales process relied heavily on in-person persuasion, product demonstrations, and human interaction.
• Follow-ups were conducted primarily through phone calls and in-person visits.

Today:

• The buying journey begins online, with extensive research before engaging with a sales team.
• People expect self-service options, such as chatbots, AI-driven recommendations, and detailed FAQs.
• Social proof (reviews, influencer opinions, and peer recommendations) plays a significant role in decision-making.
• Sales cycles are longer, as customers compare prices, read online reviews, and seek multiple touchpoints before committing.
• Hybrid selling (a mix of online and offline interactions) has become essential for closing deals.

Is Your Business Keeping Up?

If you’ve noticed lower sales numbers recently, it may be time to ask yourself whether your business has adapted to these changes. Here are some key questions to consider:

• Have you optimised your online presence to meet customer expectations?
• Are you offering multiple purchasing options, including e-commerce and contactless payments?
• Do you engage with customers on social media and provide value through content?
• Have you adjusted your sales process to include more digital touchpoints, such as virtual consultations and automated follow-ups?
• Are you leveraging data and analytics to understand and predict customer behaviour?

How to Adapt and Stay Competitive

To remain competitive in the post-pandemic world, businesses must embrace change and align with new consumer expectations. Here’s how:

1. Strengthen Your Digital Presence – Ensure your website is fast, mobile-friendly, and optimised for search engines. Invest in e-commerce capabilities if you haven’t already.
2. Embrace Omnichannel Sales – Allow customers to engage with you through multiple channels, including online stores, social media, and physical locations.
3. Focus on Personalisation – Use AI-driven insights and customer data to deliver tailored recommendations and offers.
4. Enhance Customer Experience – Provide seamless, contactless, and convenient shopping options, such as one-click checkout and easy returns.
5. Reevaluate Your Pricing and Value Proposition – Given the shift in spending habits, ensure your pricing strategy aligns with consumer expectations while maintaining profitability.

The businesses that continue to grow today are the ones that have embraced change.  The COVID-19 pandemic accelerated a shift in consumer buying habits, and there is no going back to the way things were before. If your business has yet to adapt, you are likely experiencing lower sales and customer retention issues.

I recently wrote about the use of AI Tools to boost your ability to deliver and stay ahead of your competition. By optimising your digital presence, leveraging data, and adjusting your sales strategy to meet new customer expectations, you can position your business for long-term success.

The question is—are you ready to evolve?