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July 2020 so Far: E-Commerce Updates during the Coronavirus Pandemic

The coronavirus pandemic has become an accelerant for digital trends and retail ecommerce. Consumers shopping behavior continually veered online and shows little sign of slowing down. Succeeding during the coronavirus pandemic has no one strict formula, but data and trends definitively show a strong digital presence is crucial. McKinsey notes that digital excellence is one of the hallmarks in approaching recovery and engaging effectively with consumers. Retail e-commerce continues to rise, as cases of the coronavirus spike in

July 2020 retail e-commerce
Retail e-commerce remains open for business, even as total U.S. retail sales increase over the month of June.

different parts of the country. With the reopening of brick-and-mortar stores on pause in some locations, online shopping once again becomes customers’ only outlet. NetElixir’s metrics for our six retail categories below account for the first two weeks of July, comparing daily data of July 1 to July 13, 2019 to the same time period for July 2020.

July 2020 Retail E-Commerce Updates

  • Retail spending in both online and offline spaces has increased. The Wall Street Journal reports a 7.5% increase in United States retail sales in June as brick-and-mortar stores reopened. CNBC, however, forecasts a 5% increase in retail spending. Retail e-commerce continues to increase. 
  • The average order values (AOV) continue to decrease year over year for most retail categories, while the number of new online shoppers and transactions increase across all categories within our dataset.
  • Retail e-commerce continually attracts new customers. E-Commerce sales will continue to grow, especially as companies innovate new means to meet their customers. Ordering online for curbside pickup is a steadily growing new retail channel.
  • The summer weather seems to have boosted the Apparel retail category’s e-commerce metrics, as the first two weeks of July saw the largest year over year increase in transactions and new online orders yet. 

Food and Grocery

  • A 30% increase in website conversions.
  • A 40% increase in the number of transactions.
  • A 30% increase in AOV.
  • A 60% increase in the percentage of mobile orders.
  • A 33% increase in new online orders.

The Food and Grocery retail category is seeing some of its lowest growth yet, despite a year over year increase in all online sales metrics. With outdoor dining an option, there is less of a need for people to consistently cook within their own homes. Food and Grocery sales will continue to increase year over year, but most likely not at the rate we saw at the beginning of the pandemic, as eating and cooking within the home is no longer the only option for people.

Apparel

  • A 50% increase in website conversions.
  • A 138% increase in the number of transactions.
  • A 9% decrease in AOV.
  • A 28% increase in the percentage of mobile orders.
  • A 137% increase in new online orders.

For the first time since tracking the online metrics, the Apparel retail category is seeing triple digit growth. With more and more locations reopening (including the reopening of malls) and even some offices, people want to sport new looks and refresh their wardrobe. After months inside, who can blame them?

Gifting

  • A 16% decrease in website conversions.
  • A 39% increase in the number of transactions.
  • A 15% decrease in AOV.
  • A 18% increase in the percentage of mobile orders.
  • A 71% increase in new online orders.

As consumer attention shifts to restaurants, clothing, and home improvement, the Gifting retail category has suffered some setbacks throughout the course of the coronavirus pandemic.

Home Furnishing

  • A 23% increase in website conversions.
  • A 97% increase in the number of transactions.
  • A 2% decrease in AOV.
  • A 109% increase in the percentage of mobile orders.
  • A 115% increase in new online orders.

The Home Furnishing retail category sees sustained growth and a dramatic rise in mobile reach and orders by new customers. It is quickly surpassing Food and Grocery as the fastest growing sector.

Pet Supplies

  • A 13% increase in website conversions.
  • A 41% increase in the number of transactions.
  • A 4% decrease in AOV.
  • A 12% increase in the percentage of mobile orders.
  • A 81% increase in new online orders.

E-Commerce sales for the Pet Supplies retail category is holdy relatively steady month over month, from June to July 2020. There seems to be no shortage of new pet owners, as orders from new online customers continue to increase.

Tools and Hardware

  • A 3% increase in website conversions.
  • A 65% increase in the number of transactions.
  • A 1% increase in AOV.
  • A 12% increase in the percentage of mobile orders.
  • A 80% increase in new online orders.

The Tools and Hardware retail category is the only one besides Food and Grocery to see all around positive e-commerce metrics for the beginning of July 2020. 

Upcoming Presentations

For the next Covid-19 E-Commerce Updates Webinar, join NetElixir with our partners at BWG Connect on Tuesday, July 28th at 12 PM for Navigating Through a Shifting Environment: Real Time Data on eCommerce Sales & Online Shopper Behavior presentation.

NetElixir is proud to announce our first virtual holiday readiness summit. Connecting the Dots: Holiday Readiness Summit for Retailers is a ½ summit that brings together preeminent retail industry leaders, channel marketing specialists, supply chain experts, and strategic thinkers from Google, Microsoft, UPS, Columbia Business School, and more. Through this webinar, we aspire to help retail and business leaders rethink their holiday approach and innovate new strategies to move forward during this unpredictable year. RSVP for this summit on August 13th and follow us on social for more updates.

Read More On Retail E-Commerce During the Coronavirus Pandemic

You can join the conversation on social media using #NxInsights. If you have any further questions, please feel free to email us at shareinsights@netelixir.com.

For further reading, you can see our prior retail analytics updates on retail e-commerce and online shopping behavior: