COVID-19’s Impact on eCommerce: Get the Numbers Here

  • By Emily French
  • in
  • on March 19, 2020

As originally published by WITHIN.

WITHIN is monitoring the effects of COVID-19 on ecommerce. Using data from a sampling of clients, we are tracking year-over-year trends in ecommerce revenue, ad spend, and conversion rate relative to the pre-COVID benchmark period.

For insight into how to best weather the storm, check out our new study, “Digital strategies to get your brand through Coronavirus.”

Tuesday, March 17, 2020

The effects of the COVID-19 outbreak in the US are growing, with 4,226 documented cases as of this writing. San Francisco has ordered a shelter-in-place policy while New York City ponders doing the same. Meanwhile, for now, retail metrics seem to be leveling off.

FASHION

  • From its pre-COVID trend, fashion ecommerce revenue has fallen -61.68%, up a bit from yesterday’s -63%.
  • Conversion rates are down by -34%, higher than yesterday’s -46%

OMNICHANNEL

  • Revenue has fallen -63.13%
  • Conversion rates continued to fall, now at -16.3%.

LUXURY

  • Revenue saw a little bump, up to -31% compared to yesterday’s -37.87%
  • Conversion rates fell to 0.40% from yesterday’s +25.4%.

PURE-PLAY ECOMMERCE

  • Revenue made a slight rebound from -46.43% to today’s -29%.
  • Conversion rates are likewise slightly up at -26.5% compared to yesterday’s –32.63%.

SUBSCRIPTION & AT-HOME CONVENIENCE

  • Revenue has risen by +204.3%.
  • Conversion rates are up by +159.22%.

Monday, March 16, 2020

As of this writing, the number of reported COVID-19 cases has grown by 114% since yesterday. Across the country, stores, gyms, restaurants, bars, venues, movie theaters, and schools are closing their doors indefinitely. The retail world is likewise not faring well.

FASHION

  • From its pre-COVID trend, fashion ecommerce revenue has fallen -63%.
  • Conversion rates are down by -34%, higher than yesterday’s -46%.

OMNICHANNEL

  • Revenue has fallen -57.3%.
  • Conversion rates are down by -7.44%.

LUXURY

  • Revenue has fallen -37.87%.
  • Conversion rates are up by +25.4%, likely because they’ve pulled back ad spend which has decreased traffic. Repeat buyers and lack of new site traffic make the CvR appear higher.

PURE-PLAY ECOMMERCE

  • Revenue has fallen -46.43% from its pre-COVID trend.
  • Conversion rates are down by –32.63%.

SUBSCRIPTION & AT-HOME CONVENIENCE

  • Revenue has risen by +204.88%.
  • Conversion rates are up by an amazing +119.36%.

Friday, March 13, 2020

COVID-19 continues to spread, with 1,629 confirmed cases across the US. The economic impact is being felt across retail verticals too.
  • The fashion category has been hit hard, with revenue -40.96% from where it was trending around this time in January (the baseline benchmark we’re using).
  • Pure-play ecommerce growth has slowed from our last update from -14.57% on 03/10 to -35.30 from its growth trend.
  • Omnichannel has declined to -41.42% from trending revenue growth.
  • Subscription brands continue to grow at an incredible pace, at +127.19% from its baseline trending growth this time two months ago.
  • Luxury goods continue to drop, now at -35.99%.

Go here for WITHIN’s latest updates on COVID-19’s impact on eCommerce.

Leave a Reply

PUBLISHED BY Emily French

View all posts by Emily French

Related Posts

Digital

Older Adults Can Use Tech, But What Happens When the Tech is Ineffective?

As originally published by David Sable on Linkedin. Subscribe to the newsletter! The digital divide seems to be getting bigger and bigger. Worse, it has created so many worrying faults that it’s starting to look like one of those disaster movies starring The Rock. First, we have the digital economic divide. Then there is the digital […]

CISO , News

Flavio Aggio of WHO to Keynote our CISO Assembly!

All the way from Switzerland, Flavio Aggio, CISO of the World Health Organization will keynote our Transformational CISO Virtual Assembly on April 27, 2021. In the midst of such a turbulent and critical year for cybersecurity, Aggio is a wealth of knowledge on digital innovation, enterprise architecture, and the execution of strategies that improve information […]

CMO , Retail

Finding Retail Marketing Efficiency in 2021

Last year, we saw the COVID-19 pandemic alter buyer behavior as consumers migrated to digital purchase channels. In 2020, McKinsey uncovered that 40 percent of consumers reported switching brands or retailers. Gartner noted that “Marketing organizations are ill-prepared for COVID-19’s impact on the global economy and consumer sentiment, and this crisis will only exacerbate the […]

#MillenniumLive , CISO , Interview

#MillenniumLive with Darktrace on Recent Cyber Attacks & Enterprise Defense

It’s definitely a historic time for cyber, with challenges of remote work, greater risk, and finding the right solutions for your enterprise security posture. #MillenniumLive​ is thankful to have Justin Fier, Director of Threat Intel & Analytics at Darktrace, to help our members understand these challenges. In this episode, we discuss the recent attacks targeted […]

Lovin’ Digital Diary?

Premium content to our readers interested in all things business.

Check Us Out!

Millennium Membership offers Fortune 1000 C-Level executives, leading public sector/government officials, and thought leaders across a variety of disciplines unique and exclusive opportunities to meet their peers, understand industry developments, and receive introductions to new technology and service advancements to help grow their career and overall company value.

About Millenium Alliance Next

About Digital Diary

Created to provide premium content to our readers interested in all things business.

Launched in 2017, Digital Diary was created to provide premium content to our readers interested in all things business. With our blogs catered to deliver the top news stories, trends, and interviews from across all industries.

Read all story Next

Millennium Alliance Membership

Learn More Next

What does it mean to be a Millennium Member? In the midst of disruption across all industries, our members are given the tools they need to digitally transform their organizations. Members are provided the exclusive opportunity to network 1-1 with C-Suite leaders from Fortune 500 companies in virtual assemblies and intimate roundtable discussions. They are also provided access to industry research from thought leaders and academics year-round from our newsletter, magazine, Digital Diary content platform & the #MillenniumLive podcast series.