The COVID-19 pandemic is accelerating the consumer shift to online shopping.

According to Adobe’s Digital Economy Index (DEI) report, which tracks changes in e-commerce, online shopping in April – May 2020 was higher than it was during the November – December 2019 holiday season. Specifically, consumers spent more than $153 billion in online shopping during this past April and May, while only $142.5 billion was spent online during November and December 2019.

While global e-commerce sales have been rising steadily over the past few years, the COVID-19 lockdown has quickly pushed even more consumer activity online. To put this in perspective, Adobe Digital Insights Manager Vivek Pandya observes that:

“According to our data, it would’ve taken between 4 and 6 years to get to the levels that we saw in May if the growth continued at the same levels it was at for the past few years. We typically don’t expect to see surges at this level, at any time outside of the holiday season.”

10 years vs. 8 weeks pic.twitter.com/aySbP0Xpd4

— 2PM (@2PMinc) May 16, 2020

While consumer activity is bound to change once a vaccine is developed and more physical stores once again re-open to full capacity, there is reason to believe consumers who’ve grown accustomed to online shopping and the habit of buy-online-pickup-in-store (BOPIS), will continue to prefer these kinds of shopping options. Adobe’s VP of Customer and Marketing Insights John Copeland suggests:

“COVID-19 has changed business forever. We think that over the next couple of months we will see an even bigger focus on experience-driven e-commerce, as the competition heats up where consumers are now putting so much of their attention online.”

For online retailers, there is an unprecedented opportunity to tap into the rise of e-commerce sales. Interestingly, Pandya also notes that 25% of consumers have reported “a negative experience shopping online,” which suggests that businesses who optimize their web presence and online shopping experiences might be able to capture more sales.

If you’re interested in improving your online business, here are three things to know about what’s working right now:

What’s Selling

While certain business sectors and product segments have experienced a definite downturn post-COVID (for example: travel, work apparel, luxury goods), many businesses are experiencing a sudden increase.

Kurt Elster, founder of Ethercycle, reports that products in health and wellness are doing especially well. Also, there’s more demand for puzzles, games, DIY home activities, and other services and products that promote a cozier, more enjoyable at-home experience.

To improve your sales, consider all the ways you can cater to people’s needs and desires while they’re stuck at home.

Logistical & Financial Concerns

One major concern expressed by consumers during the pandemic is whether they can have confidence they will receive their orders soon. You want to address the current business climate and be upfront and direct about operations and any possible delays.

Kelly Vaughn of The Taproom Agency recommends an announcement bar on the top of your website to let customers know if you are actively processing and shipping orders. Similarly, if you have any changes to your delivery, logistics, and/or return options, you want to clearly convey that information too.

Another great perk to offer customers during the economic uncertainty of the pandemic is flexible financing options. For example, maybe you can offer a payment plan, a limited window of interest-free payments, or an extra month on a payment due date. Such strategies help reduce customer risk and build confidence that can last beyond the lockdown.

Building Human Relationships

Although so much of life and work has changed post-COVID, certain business principles remain timeless.

Overall – even though your business is conducted online, you want to emphasize the human touch.

As agency director Sean Clanchy points out, customers now may have totally different needs. So, one of the best things you can do is talk directly with customers and build genuine human relationships. Clanchy advises:

“Tell customers you need their support at times like these. If your client runs a small business, make it personal. If they’re a big business, tell a story—whether it’s a personal story or sharing how you’re trying to give back during this time. Ultimately, be human. You’ll get a human response from customers in return, which helps a lot with building relationships and improving retention.”

What Changes Are You Making?

Has your online business shifted in significant ways since the COVID-19 lockdown? Are there any big or subtle changes you are considering? Let us know!