E-tailers adaptation during early stages of “social distancing causing crises” : an exploratory study

Purpose: This paper studies the impact of social distancing causing crises (SDCC) such as pandemics in its early stages on e-tailers demand and supply side operations and provides a conceptual framework for adaptation. Design/methodology/approach: A grounded theory-based approach has been used, wherein journal papers and news articles are the key data sources. Standard qualitative methodology, including open, axial and selective coding has been followed. Findings: The study provides second order themes derived from first-order categories, the theoretical dimensions and their interrelationships on how e-tailers need to adapt to variations in online buying behaviour, manage manpower shortage and daily necessities inventory shortage, during SDCC. Panic buying emerges as a key disrupting factor as it has multiple repercussions on demand and supply side operations of e-tailers. Research limitations/implications: Exploratory qualitative research such as this is helpful in early development of a research stream and paves the way for future quantitative studies. Practical implications: This study makes a valuable contribution on e-tailers adaptation to SDCC with significant managerial implications. There are social, economic and policy implications too. For academicians, this study provides a conceptual framework and serves as a springboard for future research. Originality/value: The study is unique as perhaps it is one of the first to study e-tailers adaptation to SDCC. It contributes to a body of the literature which is currently scarce but expected to grow exponentially in the coming years.