eMarketer: 5 Million New Online Shoppers Due to COVID-19

Throughout the coronavirus pandemic, e-commerce has seen an uptick as traditional retail shuttered or reduced normal operations to help curb the spread of the virus.

New data from eMarketer estimates that more than 204 million people ages 14 and older will make an online purchase in 2020 — two-thirds of which will be 45 and older. The updated forecast, which factors in the pandemic’s effects, anticipates a 5.8% increase in the number of digital buyers 45 and older, up from 3.2%. This equates to nearly 5 million new users.

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In separate surveys conducted Feb. 28 and March 17, baby boomers said they had shifted their shopping to online in the three-week span. In the March poll, roughly 23% of boomers said they had been shopping more online due to the pandemic, considerably more than the 8% of respondents in February.

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In a separate Salesforce survey during the first two weeks of May, 28% of baby boomers said they had used contactless delivery more than usual, followed by self-checkout options (23%) and click-and-collect (23%).

And an April 2020 GlobalWebIndex study found that 31% of U.S. Internet users ages 16 to 64 said they will shop online more frequently after the pandemic ends, and 30% expect to visit stores less frequently.

“While we expect some shopping habits to return to normal post-pandemic, it’s likely that consumers who have tried online shopping for the first time will stick with it, at least for occasional purchases,” Cindy Liu, author of the report, wrote in an online post.

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