Navigating the COVID-19 pandemic: the shift of European e-commerce fashion retailers to service-centric website features

Purpose The purpose of this study is to examine the various product-centric and service-centric features and functions found on the websites of European fashion retailers both before and after the onset of the COVID-19 pandemic. Design/methodology/approach The total sample size included 132 European fashion retailers for the 2019 year and 134 for the year 2020. The study examined the variation of product-centric and service-centric features and functions found on European fashion-oriented websites between 2019 and 2020. The chi-square statistical approach was used to test for differences between the two years. The study also examined the conversion rates, the average ticket values and the age and gender of customers in both time frames. Findings The proportion of retailers offering live chat almost doubled from 2019 to 2020 while the proportion of retailers offering content in multiple languages increased by 50 %. No other significant differences in the propensity of the retailers to offer other product-centric or service-centric features or functions were observed. Also, while no significant difference was found in either average ticket value or the age and gender of customers, the results show a significant increase in conversion rates from 2019 to 2020. Originality/value The study introduced a conceptual model to propose consumer gratitude theory and social exchange theory as the mechanisms driving strategic modifications to European fashion retailing websites in response to COVID-19. Consistent with the expectations implicit in social exchange theory, the social benefits provided by the inclusion of live chat and content in multiple languages were emphasized in the time frame studied.