UK consumers have significantly slowed their spending online over the past three weeks as shops prepare to reopen on the 15th June, data from Emarsys shows today.
Online sales revenue in the UK grew to a 150 per cent year on year during the height of the lockdown before experiencing a steep decline to just 19 per cent in the week leading up to the 24th May.
Growth in the number of online orders also fell from 200 per cent to –4 per cent between the 10th and 24thMay. However, during the same period, average order value growth in the UK increased from –51 per cent to 24 per cent — indicating that while fewer consumers are spending online, the ones that are spending are making high-value purchases. In fact, the top two selling items of the past three weeks are dishwashers and exercise bikes, sales of which are up 3,286 per cent and 2,287 per cent respectively.
Alex Timlin, senior vice president of verticals at Emarsys, who has been analysing the data, said: “During the lockdown period, online shopping has certainly helped offset some of the losses suffered by brands due to the closure of physical stores — but it hasn’t completely filled the void.
“With shops due to open again on the 15th , we can hopefully start to look forward to a sense of normality in the retail world, albeit slowly. The data we’re seeing from online sales indicates that consumers are ready to return to physical shops.”
These most recent online customer trends were identified by Covid-19 Commerce Insight, a joint project between Emarsys and data analytics provider GoodData showing the impact the impact of Covid-19 on consumer confidence.
Covid-19 Commerce insight draws on more than a billion engagements and 400 million transactions in 120 countries, providing a global and regional picture of eCommerce activity and trends — a key indicator of overall economic conditions in these unprecedented times.
Key insights from Covid-19 Commerce Insight include how the pandemic is affecting the number of online consumer transactions, order numbers, the average order value, types of items purchased and more — in any industry and region in the world — in context of the extraordinary measures taken by governments globally.
Share