Without a doubt, one of the most important changes at the level of consumption that the pandemic has caused is the strong increase in e-commerce. Consumers are increasingly opting for the online channel to make their purchases, a trend that brands cannot lose sight of if they want to respond to current needs.

According to the “E-commerce in mass consumption” report by AECOC Shopperview and Netquest, which has studied the behavior of 10,000 online users on PCs and laptops over the last 30 months, the percentage of Spaniards who bought mass consumption products through the channel online went from 17% to 20% between the second half of 2019 and 2020. In addition, it indicates that the percentage of visitors to the websites of operators in the sector has stabilized in the comparison between both periods, going from 48, 2% to 48.9% between the end of 2019 and 2020.

The Conversion Rate of Consumer E-Commerce

Also registered an increase. This indicator stood at 35% both in the second half of 2018 and in 2019, while in the last months of last year it reached 41%. Health and beauty and food are the categories that have seen the most growth in the Croatia B2B list of online shoppers, 14.5% and 7.3% respectively.

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The report also echoes the significant change in the weight distribution of the categories in the online shopping cart. Specifically, food already represents 45% of the turnover of large consumption online, compared to 37% in the second half of 2019. Health and beauty products account for 24% of sales (vs. 23 %), 14% pet products (vs. 18%), 7% drugstore products (7%), 6% beverages (vs. 10%) and 4% the category of babies (vs. 4%).

According to The Study

The weight of consumer purchases on the pages of online pure players such as Amazon also increases. These types of products already represent 10% of the sales of these operators. Compared to 6% in the second half of 2019.

On the contrary, the weight of consumer products falls from 54% to 46% in online sales of supermarkets. Hypermarkets nationwide. However, the online shopping basket of regional chains continues to be filled almost exclusively with consumer goods. According to the report, 9 out of 10 online food purchases are made through these operators, which also dominate the beverage (84%) and drugstore (70.9%) categories.

The pure players and those specialized in pharma and beauty account for between 26% and 29% of sales of health and beauty products, while websites specializing in products for pets account for 79.3% of sales of this category.

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