The pandemic has highlighted and reinforced changes in consumer behavior, leading to its significant transformation. The habits, motives and features of choosing and making purchases of various categories of goods have changed. This has manifested itself in the rapid growth of online commerce, a decrease in brand loyalty, a shift in priorities towards safety and hygiene, a return to basic values, and a decrease in discretionary spending. Though the dynamics of changes in lifestyle and habits vary by country, some general trends in consumer behavior around the world have become noticeable. To study this problem in the market of the Republic of Moldova, the author used methods of observation and survey. Research findings indicate that many of the changes in consumer behavior brought about by the pandemic may be long-lasting. At the same time, in the new reality, it has become much more difficult to predict consumer behavior. Consumers push businesses to innovate. Companies are forced to be flexible and adapt to new trends and realities of modern life. Many companies have transferred their business to the Internet, where new opportunities, functionality, platforms are constantly appearing and customer behavior is changing. The surge in online commerce has prompted companies to invest in e-commerce channels and online marketing. Marketing is forced to respond to the development of new ways of communication and new behavioral models.