The pandemic has caused online retail to step into the spotlight and become a necessity for many brands. Online retail sales as a percentage of total retail sales were sitting at around 19% in February 2020. A year later, it had skyrocketed to close to 35%.
While global lockdowns forced brick-and-mortar stores to close, shoppers began buying trampolines and bakeware, and online retailers were busier than ever before. Traditional retail was on pause, but e-commerce was on fast forward. I can’t count the number of times I’ve heard people recall that their previously skeptical parents or grandparents were forced to use Amazon for essential purchases during the lockdown and now get packages through the door every other day. This is arguably more damaging for traditional retailers than the store closures themselves.