This qualitative study investigates the complex dynamics of consumer shopping behaviors on e-commerce platforms, with a particular focus on the significant changes brought about by the COVID-19 pandemic. Conducted from June to August 2023, the research engaged 16 key informants from Indonesia's leading e-commerce sector through semi-structured interviews and direct observations to gather a rich diversity of insights. This methodological approach allowed for an in-depth exploration of how shopping habits have evolved before, during, and after the pandemic, alongside the various factors influencing online purchase decisions and how these shifts have affected consumer preferences and the functionalities of e-commerce platforms. Through thematic analysis, the study unveiled six key themes: Consumer Data Management and Analysis, Changing Consumer Behavior, Technology and Innovation, Market and Competition Dynamics, Consumer Trust and Security, and Strategic Marketing and Branding. These themes highlight the critical role of big data and artificial intelligence in adapting to consumer behavior changes, a shift towards prioritizing service quality and personalization, and the rapid move towards digital, health-conscious, and convenience-driven consumer preferences catalyzed by the pandemic. Furthermore, the findings underscore the importance of agile and adaptive marketing strategies in an omni-channel setup and the pivotal role of trust and security in e-commerce. This research offers a nuanced perspective on the pandemic-induced shifts in online shopping behavior, providing a comprehensive framework for understanding these changes and actionable insights for practitioners to develop tailored product offerings, enhance customer service, and refine marketing strategies to meet evolving consumer needs effectively.