Will the Covid-19 eCommerce ‘bubble’ burst?

Aug 3, 2020    |     Covid-19, eCommerce

How has Covid-19 impacted Australians online shopping behaviour and what can we expect to remain post ‘covid bubble’? 

A recent study commission by Couriers Please has uncovered some compelling insights on Australians online shopping behaviours. The survey which consisted of over 1000 Australians focused on past, current and anticipated online shopping behaviours.

The survey uncovered that, during the retail closure period in Australia, 65% of Aussies shopped online more than they normally do, and 56% will continue to do so after restrictions are lifted.

Here are the top 10 insights from the survey.

  1. During the shutdowns, under-30s shopped online more than any other age group. 80% of under-30s shopped online more frequently than they normally did, compared with 67% of 30-50s and 53% of over-50s. The increased rate in online shopping while incomes generally dropped suggests that the traditional weekly shopping of Australians shifted online.
  2. 2 in 3 (66%) Aussies shopped online at least three times a month during the shutdowns. Among Aussies under age 30, this was at 73%. 26% of all respondents shopped at least six times a month.
  3. 86% of Aussies increased the frequency of their online shopping to avoid going in-store. Not only did this minimise the chances of any potential infections from visiting a physical store, but it also eliminated the need to queue up. During this time, retailers had restrictions on in-store numbers and adhered to social distancing measures.
  4. 56% of Aussies will continue shopping more online than they did before the shutdowns. Younger shoppers are more likely to continue the high rate of online shopping. 64% of under 30’s and almost two-thirds (62%) of 31-50s admit they will continue shopping more online going forward, compared with 43% of over-50s. This indicates that health concerns of COVID-19 will continue to linger, as many seek to avoid person-to-person encounters in retail stores.
  5. Saturday was the most popular day for online shopping. One quarter (24%) of Aussies said they did most of their online shopping on a Saturday. Wednesday was the second most popular day for online shopping, with 18% of respondents doing most of their shopping on this day – suggesting that purchases on hump day helped many to get through the rest of the working week.
  6. 44% of Aussies did most of their online shopping during the evenings or night. Under-30s are the age group that do most of their shopping once it gets dark: 49%, compared with 37% of over-50s. Afternoons are the next most popular time of day for online shopping: 26% of respondents do most of their shopping during this time.
  7. 44% of workers and students used online shopping as a distraction. What’s more, close to two-thirds (61%) of respondents under 30, and 44% of respondents aged 30-50, admit they regularly browsed online shopping sites when they were actually meant to be working or studying. This compared with just 11% of over-50s.
  8. 72% of online shoppers made small regular purchases online, instead of bulk-buying. Shoppers aged 30-50 – the age group who tend to be most time-poor – were more likely to buy in bulk, compared with other age groups.
  9. 60% of households went without essential grocery and household items because they were unavailable. Thirty-two (32%) went without essential pantry items when they needed it, 27% went without toilet paper when they needed it, 23% could not find some cleaning and laundry detergents and 22% could not get their hands on personal hygiene items.
  10. Consumers shifted their shopping online mostly for fashion, health, beauty and food products. Respondents were asked which product categories (that they normally buy instore) did they purchase online during the shutdown. 40% chose fashion, 38% said food and alcohol, 36% said technology and electronic items, and 34% said health and beauty products.

Tyler Jarratt
Head of Partnerships
Enrich Trading Group

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