The pandemic caused drastic travel restrictions and non-essential business closures, driving seismic shifts in how and where consumers spend their money. Consumers had no choice but to turn to the digital channel as brick-and-mortar stores and restaurants closed during the height of outbreaks. These shifts brought several consumers online for the first time and caused existing e-commerce users to increase their online shopping frequency.
In order to understand the degree to which connected consumers have shifted toward the digital channel during the COVID-19 pandemic, Euromonitor International analyzed results from two global consumer surveys* with a fielding difference of nine weeks between early January to late March.
Nearly every category highlighted in the chart below recorded a double-digit increase in the percentage of connected consumers making digital purchases between the two fielding timeframes.