The digital customer journey

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
  • Nearly every industry explored in this analysis recorded a double-digit increase in the percentage of customers making digital purchases in 2020.
  • Consumers are turning to e-commerce across a broader range of products and services.
  • Prior to the pandemic, the most frequent users of the digital channel were connected consumers aged 30–40; during the pandemic the 60+ age group is recorded as having the greatest percentage increase in their use of e-commerce.
  • To remain competitive in the post-pandemic world, companies will need to explore the shifts in digital shopping behaviours that have taken place during this period of abrupt change....

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