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RESEARCH
ANALYSIS
TRENDS
Adobe released the first real-time
barometer of the digital economy
The digital economy has never been more important basket from 6% to 8% in three years. Apparel
than during the COVID-19 pandemic as consumers and retailers made the pivot to digital early and have
businesses across the globe grapple with a digital-only seen their share of total online transactions
reality. More broadly, as the digital economy continues increase from 21% to 23% over the last five years.
to evolve, the need to accurately track online prices Conversely, computers have decreased from 21%
and actual spending to better understand trends and to 8% in the wake of the mobile computing boom.
predict changes across industries and countries
becomes even more critical. • Digital purchasing power continues to rise:
Consumers continue to get more for the dollars
Hence, the Adobe Digital Economy Index, that they spend online. The digital purchasing power of
analyzes trillions of online transactions across 100 consumers is up 3% year-over-year and has
million product SKUs in 18 product categories, comes increased 20% since 2014, with $1 buying today
in handy. Powered by Adobe Analytics and based on a what it would have taken $1.20 to buy in 2014.
new “digital consumer shopping basket” measuring Over that same time, $1 spent buying a similar set
sales of online goods and services, its findings include of goods offline lost value, with $1 in 2020 buying
a 20% increase in digital purchasing power—the what would have only cost 88 cents in 2014.
amount consumers can buy with a set amount of However, the expectation is that as more of
money over a period of time— since 2014. people’s lives move online, the offline and online
Sales in certain categories, including groceries, cold economies will continue to converge and so will
medications, fitness equipment and computers have their prices.
surged as a result of COVID-19. Buy Online, Pickup In-
Store (BOPIS) shopping has increased 62%. • COVID-19 drives surge in eCommerce: Between
January 1, 2020 and March 11, 2020, purchases of
Additional insights include: several products have seen a significant jump in
sales: 807% for hand sanitizers, gloves, masks and
• Digital is driving new shopping behavior: Some anti-bacterial sprays; 217% for over-the-counter
product categories have taken a bigger share of the drug purchases (cold, flu and pain relievers); 231%
digital basket while others have fallen off. The for toilet paper; and 87% for canned goods and
grocery category has increased its share of the
April 2020: Social Commerce & Influencer Marketing: social shopping as the future of commerce 14