Online commerce is over during the pandemic

In the survey, conducted in January 2021, European consumers were asked about the proportion of
shopping done online
versus in-store, prior to the
first lockdowns in early
2020. This same question
was posed in relation to
experiences during the first
lockdowns and again on
their expectations postpandemic.

Overall there has been a 50% increse
in respondents intending to do ‘all’
or ‘most’ shopping online, from
10% pre pandemic to 15% post.

It’s no surprise there was a surge in online shopping
during periods of lockdown. The data shows consumers
predict a more blended approach to shopping long-term
with intent to do ‘all’ or ‘most’ shopping online rising
from 10% pre-pandemic to 15% post-pandemic.
The biggest shift was in the UK, where expectations
to buy ‘all or mostly’ online increased by 66% from
15% to 25%, while the smallest increase of just 29%
from 7% to 9% was seen in Germany and Poland.
Meanwhile, expectations to shop ‘all’ or ‘mostly’
in-store dropped 14 percentage points from 54% to
40% overall, when comparing pre-pandemic habits with
post-pandemic expectations. Age was seemingly not
a key factor here with double digit drops across all age
groups. When it comes to specific markets, the biggest
declines were seen in Spain (19%), Italy (18%) and the UK
(18%). The smallest decline was in Germany – where those
choosing to shop “in-store only” or “mainly in-store” is
expected to fall by 18% from 39% pre-pandemic to 32