Through the many measures taken in response to it, the Covid-19 pandemic revealed to the world the important role an online marketplace can play in our lives, especially as we   progress towards a post-Covid future. Although online shopping is nothing new, the pandemic has forced it to become more of a necessity than a choice. Sitting in our homes, advised not to go out unless absolutely necessary, online shopping became the only option for many of us, even for those like myself, who had never previously spent much time shopping online. However, this rise in online shopping raises an interesting question: how do the psychologies of the online marketplace and brick-and-mortar institutions differ?