O2: COVID-19 has sped up online shopping adoption

Someone using a card to buy online goods

New research from O2 Business and Retail Economics has shown that COVID-19 has sped up the rate of adoption of online shopping. The Big Ask report found that 44% feel that the pandemic will have a permanent impact on the way they shop in future.

Further findings reveal that 47% of respondents will definitely shop online more, and a third admitted to buying essential and non-essential items from online retailers during the lockdown.

Commenting on the report, Richard Lim, CEO of Retail Economics, said:

“We’ve already witnessed a significant shift towards online and it’s inevitable that some of these behaviours will become permanent, with digital playing a much more important role. Many of these consumers are shopping for goods online for the first time, overcoming the barriers of setting up online accounts, entering payment details and gaining trust.”

One interesting aspect that’s highlighted by the report is that while online shopping only accounts for a fifth of sales, nearly half of customers gain awareness of brands through digital channels.

With this information in mind, O2 Business and Retail Economics conclude by urging retailers to enhance their digital presence and offer “meaningful customer experiences throughout the entire shopping journey.”

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