The Crisis-inspired surge in e-Commerce
Besides shopping more often in already-familiar categories, connected consumers have turned to e-commerce across a broader range of products and services during the pandemic. The percentage of minimal online shoppers, consumers who did not use digital or only used digital to shop for one category, dropped significantly between fielding timeframes. In early 2020, minimal online shoppers and heavy online shoppers were evenly split at the purchase step at 36% and 37%, respectively. By March, there was nearly a 30-percentage point gap between minimal online shoppers (20%) and heavy online shoppers (49%).
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