E-Commerce is a vastly growing industry that plays an inevitable role in connecting consumers and business irrespective of their location. The current ongoing pandemic doesn’t make things easier for the retailers owing to the closing of shutters for safety precautionary measures. The tenacious rise of E-Commerce and the practical fear of shopping physically have made marketing a challenge for the retailers. The demand for Omni channel presence from consumers has driven business towards a strategy that encompasses both brick and mortar and E-Retailing presence. This review article aims to show how moving to an Omni channel presence can be beneficial to retailers in the long term. Extensive review of literature establishes the major advantage of this approach being the usage of customer’s perspectives and interests to optimize the consistency of the retailers marketing strategy and also to increase the revenue generation. The consumers buying behaviour from physical store to online presence has possibly made the shift in the paradigm and transitioning to Industry 5.0. For a retail store, an online presence definitely contributes to being a synergy rather than being a substitute to the physical store.
Keywords: E commerce, Post Pandemic Marketing, Omni channel Presence, E tailing.