What you need to know

The COVID-19 pandemic has expedited the expected growth of the ecommerce industry, as consumers have increased their online shopping across categories. As consumers continue to limit their in-store shopping and rely on online channels throughout their consumer journey, online retailers are intently working on enhancing their ecommerce capabilities and shopping experience. Moving forward, ecommerce will become even more essential to all phases of the shopping journey, and it is imperative for retailers to understand consumers’ changing behaviors and preferences to ensure an optimal online shopping experience.

Key issues covered in this Report

  • The impact of COVID-19 on consumer behavior and ecommerce

  • How pandemic and recession have increased the focus on value when shopping online

  • How online retailers are working to improve the ecommerce experience

  • The growing role of social media in the online shopping journey

This Report was written July-August 2020.


This Report builds upon the analysis presented in Mintel’s The State of the eCommerce Industry – US, January 2020 and The Path to Online Purchase – US, December 2019, and discusses the following elements of ecommerce:

  • Seamless Shopping: The ability to shop online or in-store with the same retailer

  • Convenience: The ability to easily find, purchase, and receive items

  • Emerging Technology: The ability to use new technology to interact with products bought online

  • Personalization: The ability to have the shopping experience tailored to consumers based on their pervious shopping habits

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