Yet when COVID-19 hit the U.S., online’s share of all spending ballooned by 3.6 percentage points to 19.1% in 2020 from 15.5% in 2019.Ĭonsumers seem to be sticking with their new online shopping habits, even during lulls in the pandemic, according to Digital Commerce 360’s analysis of Commerce Department data. Before 2020, no year had ever increased digital penetration by even two percentage points from the prior 12-month period. But the pandemic gave that trend a jolt-accelerating ecommerce adoption by two years. Penetration numbers inched up as consumers gradually became more comfortable making purchases online and retailers improved their fulfillment operations and could get Historically, digital’s share of retail sales through all channels has grown incrementally over time. Also, price inflation, weaker discounting and the double whammy of rebounding store traffic paired with declines in ecommerce site traffic hurt sales. Online sales growth during the November-December holiday period was muted, thanks to several factors like supply chain issues that caused the number of out-of-stock notices to soar. And while in-store sales spiked, shoppers didn’t snap back to pre-COVID-19 buying tendencies and still shopped with fervor online. Ecommerce’s share of total retail sales remained flat year over year-with roughly $1 in $5 spent coming from digital orders in both 20, according to Digital Commerce 360’s analysis of Commerce Department figures. merchants last year, up from $762.68 billion in 2020, according to Commerce Department data. Consumers spent $870.78 billion online with U.S. In preliminary estimates, Digital Commerce 360 expected online sales to rise 14.2% for the year, given the trajectory of the first three quarters of 2021. Department of Commerce figures released Friday. Digital spending during the holiday-centric Q4 increased 9.2% year over year, bringing the total jump in ecommerce for 2021 to 14.2%, according to U.S. Rethinking the Rules of Customer Engagement: Personalized, Proactive, PurposefulĪfter the giant ecommerce surge brought on by the start of the pandemic, online sales growth slowed significantly for 2021 as many vaccinated and weary consumers returned to stores. The Holidays Unwrapped: Global Shopper Insights & Predictions Walmart’s last-minute holiday strategies for the ecommerce marketplace seller! B2B Weekly Infographic: More digital buyersĪccelerating B2B Ecommerce in Manufacturing
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