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US e-com shopping during COVID-19 tops 2019 holiday levels

Jun '20
Pic: Adobe
Pic: Adobe
US consumers have shifted a significant part of their shopping online because of the COVID-19 pandemic, according to Adobe’s May 2020 Digital Economy Index (DEI), which tracks the state of e-commerce. E- commerce shopping levels during April and May were higher than what retailers saw during the 2019 holiday season—from November to December.

Consumers spent over $153 billion online in the last two months ($70.2 billion in April and $82.5 billion in May), which was 7 per cent higher than the $142.5 billion spent online during November and December 2019. Additionally, the recorded online spend is $52 billion more than what retailers typically see during April and May.

US daily online apparel sales increased by 12 per cent in May as prices remained low after dropping heavily in April.

“We think that over the next couple of months we will see an even bigger focus on experience-driven e-commerce, as the competition heats up where consumers are now putting so much of their attention online,” says John Copeland, vice president of customer and marketing insights at Adobe.

According to the analysis, US digital purchasing power was up by 1.4 percent year on year (YoY) in May 2020, which means consumers can now purchase goods for $1 that were worth $1.01 in May 2019.

Despite the fact that people generally spent more time at home in May, smartphone adoption continued to accelerate. In fact, the share of online sales driven by smartphones increased with the spike in e-commerce activity due to the pandemic.

Share of products purchased through smartphones increased by 10 per cent in May compared with January figures. And new consumers who were shopping online for the first time did so using smartphones.

The ‘buy online/pickup in store’ (BOPIS) maintained a YoY growth of 195 per cent in May, leveling off after the sharp upward trajectory seen in March and early April, Adobe said in a blog post.

Fibre2Fashion News Desk (DS)

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