Since our previous report on the impact Covid-19 is having on global eCommerce, we’ve analyzed billions of digital consumer sessions to understand how people are shopping for groceries and household necessities.
As more cities and countries implement social distancing and restrict all non-essential movements, consumers have been turning to online grocery delivery services to stock up on food and household items.
This latest analysis highlights the shifts in product page reach volume over the course of three weeks:
Week 1 — 2/24 to 3/1
Week 2 — 3/2 to 3/8
Week 3 — 3/9 to 3/15
Traffic to non-perishable item pages accelerates as consumers prepare for quarantine
The number of sessions where visitors browsed canned goods increased +17% between weeks 1 and 2, and a staggering +120% between weeks 2 and 3. As consumers continue to stock up on non-perishable items in week 3, the number of visits to pasta and cereal product pages increased by +75%. Meanwhile, egg product pages got +13% more views in week 3.
We recorded a +2% growth in the number of visits to pages featuring bottled water and soft drinks between weeks 1 and 2, and a further +24% increase between weeks 2 and 3.
Traffic spike for household items and health products
The volume of visits to pages featuring household items increased +33% between weeks 1 and 2, and grew by another +70% between weeks 2 and 3.
Over the same period, the number of sessions that included users browsing health and hygiene items increased +29% (week 1 to 2) and +33% (week 2 to 3).
Traffic increases to produce, meat and fish as consumers anticipate limited trips to the supermarket
The traffic to pages featuring meat and fish products was down -14% between weeks 1 and 2 but climbed +63% between weeks 2 and 3. Visits to produce pages were also down -4% in the first period, before increasing +80% the following week.
We will keep monitoring the data over the coming weeks to bring you timely updates on how events are impacting various sectors. In the meantime, our 2020 Digital Experience Benchmark report is available to download and contains key verticalized insights on how today’s consumer likes to browse.
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