Consumer behavior in e-Commerce moving towards “shoppertainment” By Despite the challenges many businesses faced during the COVID-19 pandemic, e-Commerce was able to ensure that many of them could still carry on with their business. While consumers could not shop physically, online shopping proved to be the next best option for them. The beauty of e-Commerce is that it is not just for selling physical products, but also for services. Aside from listing on a services marketplace, companies could also sell promotional e-vouchers, or include a shopping cart system on their own websites. Naturally, the next important step for them was to understand consumer behavior.