Digital commerce gets a major boost from pandemic: Comscore Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 20, 2020, 3:48 PM UTC

The 2020 State of Retail report shares insights that advertisers and retailers can use to understand how COVID-19 has influenced ecommerce and consumer sentiment.

The study found that digital commerce accounts for around one in four discretionary dollars spent by consumers. With consumers avoiding in-person shopping due to the pandemic, the first quarter of this year witnessed the highest ever share of digital retail spending.

As more people were forced to stay at home, online grocery spending “skyrocketed.” In the second quarter of 2020, mobile spending on grocery reached $13.1 billion. Additionally, consumer spending on mobile grew 16% year-over-year, while desktop spending increased by 5%. 

Free shipping continues to be a crucial element in digital commerce, with 50% of consumers considering free shipping as an important factor when shopping online. With these insights, Comscore aims to help marketers better plan for the holiday season.

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