Online Shopping Isn't What It Used To Be Since COVID-19

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by Jessy Humann [org June 11, 2020]

COVID-19 is affecting the world in countless ways, and online sales have dramatically changed because of it. With a majority of the world in being released from some form of quarantine, people have been buying things online now more than ever. Essential and non-essential items are being purchased online as people abide by their local and national quarantine laws to stay home and stay safe.  

Companies are changing what and how they market to customers as COVID-19 continues to affect people globally. Self-care routines are being promoted by many companies, and marketing campaigns have switched to using advertisement slogans like “how to make sure you look good for that zoom business meeting.” Advertisements that show models “out and about” might not work so well right now in comparison to ads that show couples on a FaceTime date. Companies are adapting, trying to meet their customers' needs, and trying to keep sales up.  

Ecomm Fashion

The fashion industry has been hugely impacted by COVID-19. With retail stores closing their doors, fashion sales slumped globally although many stores have still offering online purchasing and delivery. As of March, apparel sales for things like women’s swimwear, bridal wear, and men’s formal wear were down by almost 60% from what they were in March of 2019.     

Many people are changing their spending habits in response to COVID-19, which might explain why sales for some non-essential items like clothes, are down. Thousands of people have lost their jobs, and many more are being more conscious of what they buy should they lose their source of income too.  

The Essentials

Essential items that can be bought online are being sold at record-high rates. Online grocery shopping has been available for some time now, but sales have skyrocketed as people want or need to buy their groceries online. According to DigitalCommerce360, U.S. online food sales are up by 69.5%. Health and beauty care sales are up 47.7%, and household care item sales are up by 57.5%. For those who’ve bought online groceries during the pandemic, 33% have used the service for the first time. 

Amazon has been dealing with huge increases in sales for online grocery items and other non-essential goods. It’s estimated that they’ve increased their orders by more than 60%, and they’re having to hire thousands of employees to keep up with new demands.  

Spending Millions

So how will these trends in online shopping change post-pandemic? Will retail stores see a surge in sales once they open their physical stores again? One article by WWD highlights the potential for luxury brands to rebound after quarantines are lifted: the luxury store Hermes made $2.7 million on its reopening day after quarantine in Guangzhou’s Taikoo Hui.  

Maybe people will be excited to shop for what they want and need in physical stores after everything’s over. Or maybe they’ll have a newfound appreciation for buying less, or conversely, buying online. There’s no way to know what will happen for sure, but the effects of COVID-19 will certainly continue to impact online sales for some time to come.    

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