Review of related literature

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Here in the Philippines, Digital (2020) April statshot report by Hootsuite and we are social revealed that 64% of Filipino internet users are spending more time on social media, with 23% indicating an increased activity in their online shopping activity.

According to Manabat R.G. (2021), With consumers resorting more to online shopping amid pandemic restrictions, entrepreneurs have embraced the digital phenomenon for online shopping even more. E-commerce websites such as Lazada and Shopee are at the forefront of these online shopping platforms with expected surges in sales revenues in millions of pesos. Technology has already transformed online business transactions into an infinite marketplace where conducting business has become more convenient and efficient for both vendors and vendees. The COVID-19 pandemic has made this marketplace a more obvious necessity.

The studies have shown that only two percent of the Filipino netizens have purchased goods online despite being highly connected to the world wide web. However, this changed during this pandemic. Filipinos have no choice but to purchase food and other essentials on the internet, which triggered an explosion of ecommerce without a hassle. Just by choosing which e-commerce site they want to buy, the customer can choose the products and purchase them without going to the store directly.

It was concluded in the study that businesses who engage in e-commerce gained a competitive edge in the field of marketing in terms of accessibility, convenience, and availability since the pandemic has begun. Filipinos are becoming more comfortable with buying goods and services online, and this trend will continue.

The findings will be relevant to the present research to see what other e-commerce platforms people to purchase goods and services amid the coronavirus.

According to the study of Roberto E. De Vera (2020), Philippine firms are still far from being truly competitive in the world of domestic and global markets. One of the reasons is that they have not yet wholly engaged the vast business potential offered by e-commerce. Getting altogether into e-commerce means changing the way Philippine firms do business, and it will have a significant impact on Filipino workers welfare. High ranking positions or the decision-makers in the business world must study the economic effect of e-commerce in the country, specifically employment growth.

This study is relevant to present research to formulate a different plan on how e-commerce will influence customers buying process. Moreover, to see the effect of e-commerce on employment growth.
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