COVID-19 has brought about sharp changes in e-commerce priorities and buying habits. While some of these are reflected in dramatic drops in sales for some consumer categories and increases for others, more fundamental shifts are taking place.
A recent U.S. consumer survey conducted by Civis Analytics and L.E.K. Consulting found that consumer use of digital buying channels is up between 10-35%. That upward trend appears to continue throughout and beyond the current COVID environment.
Importance of Customer Experience in E-Commerce
Now more than ever, it is of vital importance for brands to differentiate based on the customer experience they deliver. Undeniably, the demand for experiences via digital channels will increase. This will require brands to focus on the following key areas:
- Real-time personalization
- Total end-to-end consistency of experience throughout the buyer’s journey
- A seamless omnichannel experience across every touchpoint
Changing Consumer E-Commerce Behaviors During COVID-19
| Category | Change in Sales | Change in Digital Channel Usage |
|---|---|---|
| Health and Wellness | +20% | +30% |
| Home Entertainment | +15% | +25% |
| Apparel | -30% | +10% |
| Groceries | +50% | +35% |
Strategic digital architecture will be paramount, even when tactical actions are needed. Buyer experiences must be unified via shared data and other assets across all channels, from marketing to sales to service.
