In a span of 8 weeks, global usage of ecommerce has surpassed projections for two to three years out. Across Europe and North America, consumer behavior shifted quickly to relying on digital channels to fulfill purchasing needs. Consumers are buying everything from bidets to groceries to arts & crafts online to manage our new normal, and the majority intend to maintain their current ecommerce reliance for months to come.
Over the course of the pandemic, consumers adjust their behavior to think digital-first. While there has always been a segment of the population who primarily shopped online for most goods, the surge in adoption has also meant consumers are looking toward a variety of retailers to fulfill their needs.
An example of a retailer seeing astronomical growth: Target’s digital sales growth in the month of April increased by 275% increase in digital sales. The retail benefits from having a national footprint of large stores and warehouses that ensure consumers who want to stay away from stores can still receive their products within a day which is why nearly 80% of their online orders are fulfilled by local retailers resulting in a 500% lift in curbside pick up year over year.
4 statistics about ecommerce and consumer behavior shifts amid COVID-19
52%: consumers that won’t go back to grocery shopping in-store
The grocery industry’s quick pivot to online ordering will forever change how consumers buy food: over half of respondents surveyed by PYMNTs stated they won’t go back to their old way of shopping. Online shopping for groceries has grown by 400% since early March, and it appears as though consumers enjoy the convenience of not having to meander through grocery aisles, and it’s a behavior they intend to sustain post-COVID-19.
58%: online shoppers expect to order more online in coming months
New research from Digital Commerce 360 shows consumers are committed to continue online shopping to reduce their exposure to others amid the outbreak. With no end in sight with lockdowns in many
60%: EU consumers who will continue shopping online at the same level after the outbreak
For European consumers, their shift in purchasing on digital channels during the pandemic was swift. A new report from Kantar that surveyed consumers in Europe’s three largest e-commerce markets: France, Germany, and the UK indicates the shift is not temporary. 6 in 10 of respondents said they will sustain their pandemic level usage of ecommerce to fulfill essential and nonessential purchases. This requires brands and retailers to improve how they assist consumers in their path to purchase with a more engaging and guided manner.
25%: US consumers who can’t find what they’re looking for online
If they can’t find it, they can’t buy it, and that’s what over a quarter of US consumers are experiencing when they are shopping online according to new data from Think with Google. With product availability scarce on some major retail sites, consumers spend more time searching than ever before.
Brands and retailers need to be adapting their ecommerce presence and experience to manage these changes in consumer behavior in the long run. Consumers will expect to be supported through their path to purchase on digital channels with options for delivery or same-day pick-up.
