DTC brands struggled to attract new online shoppers during COVID-19

Rob Clapp

An overview of global consumers purchasing from different e-commerce platforms for the first time during the novel coronavirus (COVID-19) outbreak.

Just over one-quarter (28%) of consumers purchased something from brands selling their products directly for the first time during the novel coronavirus (COVID-19) outbreak, according to a global survey by Criteo. This is the e-commerce channel that attracted the smallest number of new customers during the outbreak.

The finding comes at a time when direct-to-consumer (DTC) brands are providing a fundamental challenge to legacy brands selling online. The approach has proven popular as it allows for collecting first-party data, managing the brand experience and improving customer lifetime value.

Groceries and online supermarkets proved most attractive,...

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