The Transaction Moment™ was established by The Happiest Place in Digital Marketing as the time when the process of shopping online made consumers considerably happier, and therefore more receptive to marketing messages than during other online activities like reading social media or reading the news. This report will explore what has changed in online marketing since the COVID-19 pandemic has accelerated ecommerce adoption. Also, consumer behavior and emotions have shifted where companies are now communicating with their customers who are frequently more lonely and less happy in their day-to-day life.1 We will take a particular focus on the customers’ mindset, their happiness, and what companies can do to enhance their spirit and well-being