The article examines changes in consumer preferences and the transformation of electronic markets in the context of the COVID-19 pandemic. As a result of the global crisis, consumers were forced to adapt to new conditions, which accelerated the development of online commerce and increased the importance of digital platforms. The pandemic has significantly affected consumer habits, increasing the demand for online services, e-commerce and home delivery of goods. Key changes in consumer behavior are noted, such as the growing popularity of mobile applications, an increase in the volume of purchases through social networks and an increased interest in environmentally friendly and ethical products. Technological trends are substantiated, such as the use of artificial intelligence, data analytics and automation, which helped businesses quickly adapt to new realities. It is argued that the use of innovations in logistics, an increase in the number of online platforms and the use of innovative payment solutions have also become significant factors for success. The consequences of the pandemic for various industries are structured and prospects for the further development of electronic markets are identified. The study findings show that the pandemic has accelerated digital transformation and changed consumer preferences.