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An unexpected adaptation was caused by Covid-19 that forced people and therefore businesses to adapt to new changes in the world. The virus resulted in a massive transformation of customer buying behaviour, shown in a huge shift from physical shopping into digital shopping. This has forced businesses to adapt to these behavioural changes resulted in a surge in e-commerce and a higher focus on digital marketing. Transformation in shopping behaviour also affected customer buying preferences, where they tend to go for more trusted brands and are also forced to try new brands. Business transparency and (CRM) Customer Relationship Management is crucial at these times.