Covid-19 has changed the behaviour off customers in e-commerce. Digital sales go up and the push towards digitisation is a major chance for all retail companies. There are some important changes within the behaviour and wants and needs of potential customers. In our expereinece, due to social distancing, the emotional approach, the push towards digital experiences individualised for the suctomers is a new development with tremendous possibilities for retail companies. We can share some interesting insights of positive cases and interesting trials with different reactions by our customers, which can be an inspiration to other companies to focus on the digital experience and emotional content driven marketing.