Purpose: The study evaluates the approaches to CRM practices implemented in e- commerce companies after the pandemic situation from the customer’s viewpoint. Design, methodology, and approach: This study was conducted in Tamil Nadu with 400 sample respondents. Online purchasing customers are unknown in the research location. Non- parametric convenient sampling was used to pick sample respondents. Findings: The hypothesis testing demonstrates that the company’s pleasant and trust-building strategy is not important. The presented hypothesis is rejected due to the portal’s user friendliness, customer feedback, and customer retention efforts. According to the report, e-commerce enterprises’ customer interaction practices work. Social implications: As a consequence of this article’s concepts, more environmentally and socially conscious customers will act ethically, and companies’ operations and offers will become more ecologically and socially accountable.