COVID-19 has created a lot of change in the digital marketing world, but not all of it is bad. There is evidence for growth in e-commerce and this blog will help you understand the impact on different marketing activities.
COVID-19: the impact on e-commerce
As we start to get a better understanding of the impact of COVID-19, my team of consultants at Team Hallam have been watching the digital retailing landscape, and I wanted to share our e-commerce strategy recommendations with you for COVID-19.
Evidence of the growth in e-commerce
There is persuasive evidence that there are significant changes taking place in the way shoppers buy.
Shoppers, in particular, are spending more time on grocery websites and in general, have bought more online since COVID-19 emerged.
A recent Ipsos MORI survey found 18% of UK respondents are using online shopping more frequently.
Preparing your business for this significant increase in online sales is not exploiting the situation. Consumers will need to be shopping online due to isolation, and your business should be prepared. It is something to factor in a new e-commerce strategy for COVID-19.
Insights platform Contentsquare analysed more than 1,400 websites 1.8bn anonymised user sessions and 50m transactions in its data set in order to learn how shoppers are buying, and how that behaviour is changing over time.
It found that over the last two weeks – comparing the beginning of the period to the end – premium online grocery purchases have grown by 20%, while shoppers have spent 26% more time on grocery websites.
There is also evidence of an increase in spending on:
- Health care products (+27%)
- Home furnishings
- Garden furniture
- Hobbies and Craft
- Underwear, Lingerie, Sex toys (+35%)
- Entertainment: Netflix subscriptions growth to double previous predictions
Neil Patel has produced a useful overview of the traffic impact across sectors
General Advice for Navigating the Covid-19 Impact
We are here for you
Team Hallam is comfortably and safely working from home, and business is running as normal.
We are here for you at any time if you want to discuss the impact COVID-19 is having on your business, or if you want to discuss your marketing planning.
We are thinking of you, and sending to you and those dear to you our very best wishes.