There is an extensive literature on consumer behavior and its effects on business (Laato et al., 2020). However, today's environment is characterized by speed and uncertainty. These changes cause con- sumers to be more stringent in their needs (Al Mansoori & Ahmad, 2021) and companies have to innovate to satisfy their desires and be competitive within the environment (Joseph & Dhanabhakyam, 2022). Moreover, in a post-pandemic situation, it has generated for many small and medium enterprises to accelerate digitization in their growth (Zwanka & Buff, 2021). This new situation has provided a great opportunity for innovative digital marketing development (Wood, 2022). Also, new technologies have fostered that the consumer has been affected by this situation (Stancu et al., 2022; Thota, 2018; Voramontri & Klieb, 2019). Therefore, this special issue provides new methods of understanding consumers, digital tools that cause con- sumers to be stricter, and skills developed by consumers in a post- pandemic environment. This special issue deals with challenges compa- nies face in consumer behavior and innovation.