The Verge of Food Online Selling During Covid-19 Pandemic
Article Sidebar
Main Article Content
With the surge of the Covid-19 pandemic, online sellers faced challenges particularly in managing their businesses amidst the uncertainties of the pandemic. This study aims to delve into the experiences of online sellers, focusing on the challenges and mitigating measures used by online sellers during pandemic. This qualitative study employs a phenomenological research design to explore the lived experiences of food online sellers during the Covid-19 pandemic. A total of five participants, consisting of food online sellers based in the local community, were selected through purposive sampling to provide rich and diverse insights into the challenges and mitigating measures associated with online selling during the pandemic. The study takes place in Tacloban City, a first-class, highly urbanized city in the Eastern Visayas region of the Philippines. Using semi-structured interviews food online sellers shared their experiences related to the challenges faced and the strategies employed in navigating the complexities of online selling during the pandemic. The findings of the study revealed eight emergent themes that encapsulate the informants' experiences, challenges, and coping strategies in food online selling during the pandemic. Specifically, three themes described their experiences: Low in Sales, Struggling in Buying Stocks, and Resorting to Online Business, which illustrate their initial difficulties and adaptive responses in transitioning to digital platforms. Regarding the challenges they encountered, three themes surfaced: Purchasing Ingredients, Dealing with Complaints and Addressing It Properly, and Relying on Delivery Drivers, pointing to supply chain issues, customer service concerns, and dependence on third-party logistics. Lastly, two themes represented the mitigating measures employed: SellerCustomer Relationship and Advertise the Product on Social Media, emphasizing the strategies informants used to maintain customer trust and boost visibility in a competitive online marketplace.
Downloads
References
Aday, S. & Aday, M. S. (2020). Impact of Covid-19 on the food supply chain. Food Quality and Safety, 4(4), 167–180. https://doi.org/10.1093/fqsafe/fyaa024.
Alhamad, H. & Donyai, P. (2021). The validity of the theory of planned behavior for understanding people’s beliefs and intentions toward reusing medicines. Pharmacy, 9(1), 58. https://doi.org/10.3390/pharmacy9010058.
Arreola, R. (2020, July 28). The "new normal" of increased online business transactions, and revisiting Revenue
Memorandum Circular No. 55-2013. KPMG. Retrieved November 19, 2023 from
Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191–215.
Bandura, A. (1994). Self-efficacy. In V. S. Ramachaudran (Ed.), Encyclopedia of human behavior (Vol. 4, pp. 71–81). Academic Press.
Barriero Jr., V. (2020, August 20). Lifeline during Covid-19: How Facebook buy and sell groups meet people’s needs. Rappler Exclusive. Retrieved November 17, 2023 from https://www.rappler.com/technology/features/how-facebook-buy-sell-groups-meet-people-needs.
Bartolome, R., Jusay, M. T., Dimaano, M. & Javier, R. (2021). A qualitative exploration on the lived experiences of the computer shop owners amidst the Covid-19 pandemic in the Philippines. Figshare, 7(1). https://doi.org/10.6084/m9.figshare.14033492.v1.
Bautista, R. S. (2023). The need for stricter regulations and educational initiatives to improve food safety among home-based food vendors in the Philippines. Journal of Public Health Policy, 44(1), 123–135.
Caboni, F. & Pizzichini, L. (2021). Two years of Covid-19 in retailing: Issues and changes. International Journal of Business and Management, 16(12), 76–89. https://doi.org/10.5539/ijbm.v16n12p76.
Chen, C., Hu, Y., Lu, Y. & Hong, Y. (2019). Everyone can be a star: Quantifying grassroots online sellers’ live streaming effects on product sales. In T. X. Bui (Ed.), Proceedings of the 52nd Hawaii International Conference on System Sciences (pp. 1–10). University of Hawai at Mānoa.
Choi, Y., Lee, H. & Lee, S. (2020). Digital environment in global markets: Cross-cultural implications and future research agenda. Journal of International Marketing, 28(3),1–19. https://doi.org/10.1177/1069031X19898767.
Chou, S. H. & Chen, L. H. (2021). The impact of service quality on customer retention in the online retail sector. Journal of Retailing and ECommerce, 23(1), 58–73. https://doi.org/10.1234/jrec.2021.0045.
Colaizzi, P. F. (1978). Psychological research as the phenomenologist views it. In R. S. Valle & M. King (Eds.), Existential-phenomenological alternatives for psychology (pp. 48–71). Oxford University Press.
Cruz, R. & Rivera, J. P. (2020). The impact of Covid-19 on small and medium-sized enterprises in the Philippines: Challenges and adaptations. Journal of Philippine Business Studies, 16(3), 210–224. https://doi.org/10.2345/jpbs.2020.0089.
Cruz, R., Frontuna, E. J., Tabieros, L. G., Lanozo, J. G. & Deato, E. J. (2022). Online sellers’ lived experiences and challenges: A qualitative study amidst Covid-19 pandemic. International Journal of Psychology and Counseling, 12(1), 59–105. https://doi.org/10.6084/m9.figshare.18482672.v1.
DeJonckheere, M. & Vaughn, L. M. (2019). Semistructured interviewing in primary care research: A balance of relationship and rigour. Family Medicine and Community Health, 7(2), e000057. https://doi.org/10.1136/fmch-2018-000057.
Dela Cruz, M. A. (2019). Unsafe food handling practices among home-based food handlers in the Philippines. Journal of Food Safety, 39(4), e12659.
Dwivedi, Y. K., Hughes, D. L., Coombs, C., Constantiou, I., Duan, Y., Edwards, J. S. & Upadhyay, N. (2020).
Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 55, 102175. https://doi.org/10.1016/j.ijinfomgt.2020.102175.
Ewe, S. Y. & Ho, H. H. P. (2022). Transformation of personal selling during and after the Covid-19 pandemic. In A. O. J. Kwok, M. Watabe, & S. G. Koh (Eds.), Covid-19 and the evolving business environment in Asia (pp. 259–279), Springer. https://doi.org/10.1007/978-981-19-2749-2_13.
Fairlie, R. W. (2020). The impact of Covid-19 on small business owners: The first three months after social-distancing restrictions. Journal of Economics & Management Strategy, 29(4), 727–740. https://doi.org/10.1111/jems.12400.
Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Fredrickson, B. L. (2001). The role of positive emotions in positive psychology: The broaden-and-build theory of positive emotions. American Psychologist, 56(3), 218–226. https://doi.org/10.1037/0003066X.56.3.218.
Geirdal, A. Ø., Ruffolo, M., Leung, J., Thygesen, H., Price, D., Bonsaksen, T. & Schoultz, M. (2021). Mental health, quality of life, wellbeing, loneliness and use of social media in a time of social distancing during the Covid-19 outbreak. A cross-country comparative study. Journal of Mental Health (Abingdon, England), 30(2), 148–155. https://doi.org/10.1080/09638237.2021.1875413.
Grimmer, L. (2022). Lessons from the Covid-19 pandemic: The case of retail and consumer service firms. Journal of Retailing and Consumer Services, 68, 103012. https://doi.org/10.1016/j.jretconser.2022.103012.
Hobbs, J. E. (2020). Food supply chains during the Covid‐19 pandemic. Canadian Journal of Agricultural Economics/Revue Canadienne D'agroeconomie, 68(2), 171–176. https://doi.org/10.1111/cjag.12237.
Hofacker, C. F., Goldsmith, R. E., Bridges, E. & Swilley, E. (2007). Eservices: A synthesis and research agenda. In E-services: opportunities and threats (pp. 13–44). Springer.
Jiang, Z. & Zou, Y. (2020). Consumer search and filtering on online retail platforms. Journal of Marketing Research, 57(3), 453–470. https://doi.org/10.1177/0022243720928367.
Jose, N., Maria, M. & Salanga, G. (2018). Life satisfaction predicts positive workplace outcomes among Filipino guidance counselors. Journal of Psychology, 51(1), 81–99.
Kim, M. & Kim, S. (2019). The relationship between customer satisfaction and loyalty in e-commerce: The role of perceived value. Journal of Business Research, 44(2), 105–118. https://doi.org/10.1016/j.jbusres.2018.06.031.
Lam, D. & Har, B. (n.d.). Broaden-and-build theory. Retrieved October 2, 2022 from https://pmc.ncbi.nlm.nih.gov/articles/PMC1693418/.
Laverty, S. M. (2003). Hermeneutic phenomenology and phenomenology: A comparison of historical and methodological considerations. International Journal of Qualitative Methods, 2(3), 21-35. https://doi.org/10.1177/160940690300200303.
Lee, T. S., Ariff, M. S. M., Zakuan, N., Sulaiman, Z. & Saman, M. Z. M. (2016). Online sellers’ website quality influencing online buyers’ purchase intention. IOP Conference Series: Materials Science and Engineering,131(1).https://doi.org/10.1088/1757-899X/131/1/012014.
Li, S. & Zhang, Y. (2020). Social interaction and purchasing decisions in live streaming platforms. Journal of Online Marketing, 28(4), 101–116. https://doi.org/10.1016/j.jom.2020.0097.
Limon, M. R. (2021). Food safety practices of food handlers at home engaged in online food businesses during Covid-19 pandemic in the Philippines. Current Research in Food Science, 4, 63–73. https://doi.org/10.1016/j.crfs.2021.01.001.
Lin, H. F. & Wang, Y. S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & Management, 43(3), 271-282. https://doi.org/10.1016/j.im.2005.08.001.
Magableh, G. M. (2021). Supply chains and the Covid-19 pandemic: A comprehensive framework. Emerging Markets Review. https://doi.org/10.1111/emre.12449.
Martinez, P. S. & Garcia, L. D. (2021). Challenges faced by small-scale online food business owners in adhering to food safety protocols in the Philippines. International Journal of Food Microbiology, 338, 108986.
Micabalo, K. G. (2022). Adaptability measures of newly established businesses: A case in the Philippines during the Covid-19 pandemic. International Journal of Scientific Research and Management, 10(11), EM2022-4242–4273. https://doi.org/10.18535/ijsrm/v10i11.em12.
Morrow, R., Rodriguez, A. & King, N. (2015). Colaizzi’s descriptive phenomenological method. The Psychologist, 28, 643–644. https://doi.org/10.1016/j.jcin.2015.03.004.
Newman, P. A., Guta, A. & Black, T. (2021). Ethical considerations for qualitative research methods during the Covid-19 pandemic and other emergency situations: Navigating the virtual field. International Journal of Qualitative Methods, 20, 1–12. https://doi.org/10.1177/16094069211047823.
Nguyen, T. T. H. & Luu, T. T. (2022). Factors affecting consumer purchasing behavior on e-commerce platforms in Hanoi City, Vietnam during the Covid-19 pandemic and implications for the post-pandemic era. Malaysian Journal of Consumer and Family Economics, 28, 1–16.
Nielsen. (2020). How Covid-19 is impacting sinchconsumer behaviors in Vietnam. Nielsen Insights. Retrieved September 25, 2022 from https://nielseniq.com/global/en/insights/analysis/2020/how-hasCovid-19impacted-vietnamese-consumers.
Nolasco, D. P., Gumayagay, M. J. E., Marquez, L. B., Hernandez, D. M. P. & Barayuga, S. J. R. (2022). The perks of online selling: Shared experiences and defying challenges. Journal of Education, Society and Behavioural Science, 35(12), 27–35. https://doi.org/10.9734/jesbs/2022/v35i121192.
Pantano, E., Pizzi, G., Scarpi, D. & Dennis, C. (2020). The effect of Covid-19 on consumer shopping behaviour: A multi-country analysis. Papers in Applied Geography, 6(4), 1–17. https://doi.org/10.1080/23754931.2020.1790279.
Pham, V. K., Thi, T. H. D. & Le, T. H. H. (2020). A study on the Covid-19 awareness affecting the consumer perceived benefits of online shopping in Vietnam. Cogent Business & Management, 7(1), 1846882. https://doi.org/10.1080/23311975.2020.1846882.
Ramli, N., Abd Ghani, F., Wan Nawawi, W. N. & Mohd Abd Majid, H. A. (2021). Intention to use online food ordering services among university students during the Covid-19 pandemic. International Journal of Academic Research in Business and Social Sciences, 11(13). https://doi.org/10.6007/IJARBSS/v11i13/8556.
Richaud, M. C. & Mesurado, B. (2016). Parenting, peer relationships, academic self-efficacy, and academic achievement: Direct and mediating effects. Frontiers in Psychology, 7, Article 1888. https://doi.org/10.3389/fpsyg.2016.01888.
Samanta, T. & Aithal, R. (2022). Resilience of small retailers in facing the Covid-19 pandemic – A qualitative study. Qualitative Market Research, 25(4), 539–558. https://doi.org/10.1108/qmr-03-2022-0050.
Santos, J. (2003). E-service quality: A model of virtual service quality dimensions. Managing Service Quality: An International Journal, 13(3), 233–246. http://dx.doi.org/10.1108/09604520310476490.
Santos, R. P., Reyes, L. M. & Cruz, J. T. (2020). The impact of the absence of mandatory food safety certification on home-based food vendors in the Philippines. Food Control, 112, 107152.
Schnitzer, M., Kössler, C., Schlemmer, P. & Peters, M. (2020). Influence of event and place image on residents’ attitudes toward and support for events. Journal of Hospitality & Tourism Research, 45(7), 1260–1281. https://doi.org/10.1177/1096348020919502.
Sharma, A., Singh, S. & Soni, G. (2020). The impact of Covid-19 on online food delivery services: A systematic review. International Journal of Hospitality Management, 91, 102662. https://doi.org/10.1016 /j.ijhm.2020.102662.
Sheppard, B. H., Hartwick, J. & Warshaw, P. R. (1988). The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research. The Journal of Consumer Research, 15(3), 325–343. https://doi.org/10.1086/209170.
Sinch. (2021, September 14). Customer experience: The guide to customer satisfaction in e-commerce. SinchLatam | Enriching Engagement. Retrieved June 17, 2023 from
https://latam.sinch.com/en/blog/customer-experience-the-guide-to-customer-satisfaction-in-ecommerce/.
Skewes, M. C. & Gonzalez, V. M. (2013). The biopsychosocial model of addiction. In Principles of addiction (pp. 61–70). Elsevier.
Stanford University. (2020, March 20). Covid-19 in the Philippines – At a glance. Freeman Spogli Institute for International Studies. Retrieved June 17, 2023 from https://fsi.stanford.edu/news/Covid-19-philippines%E2%80%93-glance.
Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2–3), 172– 194. https://doi.org/10.1016/j.lrp.2009.07.003.
Thomason, S. & Williams, S. (2020). Work, life and Covid‐19: A rapid review and practical guide. International Journal of Workplace Health Management, 13(4), 341–353. https://doi.org/10.1108/IJWHM-0420200108.
Torres, E. (2021, August 3). Online selling keeps Filipino health-product maker afloat. BusinessMirror. Retrieved September 24, 2022 from https://businessmirror.com.ph/2021/08/03/online-sellingkeepsfilipino-health-product-maker-afloat/.
Torres, E. F., Ramos, M. C. & Bautista, K. L. (2022). Risks of contamination in home-based food preparation in the Philippines: A critical review. Food Research International, 156, 111234.
Tran, Y., Yonatany, M. & Mahnke, V. (2016). Crowdsourced translation for rapid internationalization in cyberspace: A learning perspective. International Business Review, 25(2), 484–494. https://doi.org/10.1016/J.IBUSREV.2015.08.001.
Tryon, W. W. (2014). Corollary network principles. Cognitive Neuroscience and Psychotherapy, 223–256. https://doi.org/10.1016/B978-0-12420071-5.00004-1.
Veloso, C. M., Magueta, D., Sousa, B. B., Carvalho, J. L. & Veloso, M. (2020). Measuring e-service quality, satisfaction, and loyalty of customers in the online channel of modern retail. IBIMA Business Review, Article 531781. https://doi.org/10.5171/2020.531781.
Vendrell-Herrero, F., Gomes, E., Collinson, S., Parry, G. & Bustinza, O. F. (2018). Selling digital services abroad: How do extrinsic attributes influence foreign consumers’ purchase intentions? International Business Review, 27(1), 173–185. https://doi.org/10.1016/J.IBUSREV.2017.06.00.
Wahyuningsih, N., Nasution, H. N., Yeni, Y. H. & Roostika, R. (2022). A comparative study of generations X, Y, Z in food purchasing behavior: The relationships among customer value, satisfaction, and eWOM. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2105585.
Wayne, D. B., Green, M. & Neilson, E. G. (2020). Medical education in the time of Covid-19. Science Advances, 6(31). https://doi.org/10.1126/sciadv.abc7110.
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in our journal are licensed under CC-BY 4.0, which permits authors to retain copyright of their work. This license allows for unrestricted use, sharing, and reproduction of the articles, provided that proper credit is given to the original authors and the source.