Online shopping still booming, but starting to drop as consumers tentatively step out

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In the past week, 20% of consumers in the UK have completed between 76 and 100% off all their purchases online.

A weekly survey by DISQO finds that, while online shopping is still booming, overall there has been a 9% drop between May and June as people cautiously venture back out into the world.

The level of online shopping, however, remain above the 33% seen in the week commencing 23 March, just as lockdown began.

Of those still doing the bulk of their shopping using ecommerce, 20% have bought their groceries online, compared with 71% that have bought them in a store. 51% have also ventured into the out to collect takeaway food, while a surprising 14% have dined out at a restaurant.

Online grocery shopping is fairly evenly spread across age groups, with 55% of 55 to 75-plus year olds doing it. The single biggest demographic managing to get online shopping orders at 25% are the 35 to 44 year olds – young enough to stay up all night and tech savvy enough to secure those elusive slots, no doubt.

Barbie Koelker, VP of Marketing at DISQO, comments: “As brick-and-mortar retailers reopen, some shopping activity that had moved to online channels is returning to in-store. That said, notable gains in online shopping remain, and more people than ever before are shopping online.”

Koelker continues: “With respect to the reported share of online versus in-store purchases, we have seen that while figures are down a bit from their early May peaks, the share of purchases made online are still elevated over March levels. Specifically, the reported average share of purchases made online as of March 23rd was only 33%. In late April through early May, that figure peaked at 44%. While it has subsequently fallen to 40%, the overall share of purchases made online remains notably elevated, even as brick-and-mortar stores reopen, suggesting that online retailers may see residual lift for some time.” 

Koelker concludes: “Similarly, the number of people making any number of their purchases online in a given week has continued to increase, with only a slight plateau experienced in June. In late March, 22% of people reported that none of their purchases were made online. Today, that figure is only 13%, indicating a significant uptick in the proportion of the population that is now shopping online.”

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