The U.K. View

How store closures impacted

U.K. shopping behaviour

When the COVID-19 pandemic shut down non-essential retail stores in 2020, brands wanted to know how store closures would impact long term shopping behaviour.

Store closures in 2020 resulted in more consumer shopping online than ever before.

Avg % of respondents who made their last purchase online 2019-2021 across consumer electronics, home, fashion, food, and beauty

So, in 2021, one of the biggest questions from brands was whether or not those shifts to online shopping would

be sustained

What we found is that when stores re-opened, shoppers returned, but many chose to stay online.

Avg % of respondents who made their last purchase online 2019-2021 across consumer electronics, home, fashion, food, and beauty

Across categories where shops had been closed, after re-opening we saw sustained increases in online shopping when compared to levels measured in 2019.

And these shifts to online shopping are happening across the age spectrum, not just amongst digital natives.

This expanded digital shopping landscape has increased customer choice, leading to a decrease in those shopping at a single retailer.

2019-2021 customers who have purchased all products in consumer electronics, home, fashion, food, or beauty from a single retailer

And consumer electronics and home and garden shoppers are among the most likely to purchase from a retailer, platform, or brand they’ve never shopped with before.

So what’s pulling customers in? Convenience, price, and speed are the biggest reasons consumers are willing to try a new brand online.

And while online pain points have decreased since 2019…

Forced logins, lack of diverse payment options, and limited product reviews are pushing customers away.

Forced logins, lack of diverse payment options, and limited product reviews are pushing customers away.

Forced logins, lack of diverse payment options, and limited product reviews are pushing customers away.

What does this mean for stores? As shopping online becomes more familiar, the line between online and offline commerce is blurring for consumers who are increasingly channel agnostic.

Mobile shopping is an increasingly critical component in that shift to omnichannel shopping.

Shoppers who used a smartphone for their online purchase

Mobile shopping is an increasingly critical component in that shift to omnichannel shopping.

Shoppers who used a smartphone for their online purchase

And on mobile, more and more shoppers are making their purchases via a brand or retailer app.

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