We have added new research data for the end of June. Our research now contains responses from more than 25.500 consumers in The Netherlands, Germany and Norway over a period of over three months.
Overall, the long-term online purchase development trend shows some distinct phases that are very similar across all three countries. Following an initial boom in online purchases during March/April, growth reached a plateau in May, and then declined at a similar pace in all countries during the first half of June. Purchases then picked up in mid-June and have - by the end of June - dampened again. As we do not see any increase in offline purchases at the end of June, the dampening of online purchases should not be interpreted as consumers shifting purchases from online to brick-and-mortar stores; they have simply made less purchases overall.
Is the end of June purchase decrease a sign that consumers are going into ‘vacation mode’, focusing on other activities than online shopping? Although there probably is some truth to this, our research also shows that the main reason for making fewer online purchases is the need to save money. And for many people, postponing summer plans (due to uncertainty in general) may be equal to entering a ‘money saving mode’.
We have added 'Rosling'-graphs to the dashboard under the 'Trends' tab. The size of the ’dot’ indicates share of consumers who have purchased in that category. Its movement visualizes consumers’ projections of how they will shop the next month, and how the category has grown since mid-March.
We will continue to monitor consumers’ e-commerce behavior throughout the summer. Stay tuned as we will publish new data in our dashboard every two weeks. We will also get back with country-specific analyses into Dutch, German and Norwegian e-commerce at the end of July.