The COVID-19 virus, which broke out in China and quickly brought all the world under its influence caused a global health struggle to begin all across the world as of 2020. During this period, by taking various precautions at the national and international level, countries tried to reduce the number of cases and death rates and keep the social effects of the pandemic under control. Precautions, among which the rule of social distancing, individual isolation and quarantines were prominent, caused societies worldwide to undergo socio-cultural changes. Online expenditures that increased with the COVID-19 pandemic also affected e-commerce and digital advertising investments. The study is a theoretical article on consumption practices that changed during the pandemic, ecommerce expenditures, and digital advertising investments, reviewing several national or international studies in the field. This study aims to analyze consumption practices of individuals, areas online expenditures affect in e-commerce, and digital advertising investments during the COVID-19 pandemic, during which modern consumption theories fall short. As a result of the study, 'stockpiler' consumers who buy more than they need during the pandemic, stockpile, and feel safe in this way attract attention. While at the forefront of the sectors most affected by the pandemic there were tourism, traveling, entertainment centers, restaurants and cafes, it was revealed with researches that 'need-based' consumption expenditures in the grocery shopping-food sector significantly increased. The temporary suspensions of services experienced in many sectors during the COVID-19 pandemic, during which digital marketing rose, caused advertising investments to decrease, in contrast with e-commerce expenditures.