COVID-19 drives online shopping but the pricing/average order value has dropped

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 13, 2020, 11:31 AM UTC

According to a study by SteelHouse, consumer electronics buying increased 61% in the latter weeks of March.

As per the report, with people staying at home due to COVID-19, ecommerce purchases across categories have risen, while the pricing and average order value has dropped drastically. Entertainment purchases improved 19% week-over-week between 13 to 26 March, but the average order value dropped 43%.

The health/wellness segment saw similar trends with a 20% increase in purchases and a 29% drop in average order value. Food/beverages, however, recorded a 22% drop in purchases in the last week of March, compared to a 124% increase the week before.

Further, individual purchases of luxury goods/jewellery rose 55%, with an 8% drop in pricing. Wine/spirits purchases were 41% higher and the average order value was 31% lower.

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