It’s not just the regular online shoppers filling up their shopping charts from home. Ecommerce volumes are surging to record highs thanks to first-time shoppers, according to new data. 

Store closures and stay-at-home orders have accelerated ecommerce adoption around the globe. According to data from Adobe, in the US ecommerce has grown 25 per cent from March 13 – 15 compared to baseline period of March 1 – 11, driven primarily by online grocery shopping due COVID-19.

And nearly half of the shoppers buying online during the lockdown were new ecommerce shoppers, according to customer engagement platform provider Emarsys.

Across Emarsys’ customer base in March, 43 per cent of sales were made by first-time buyers, while the remainder of sales were made up of second-time buyers (5 per cent), active repeat customers (23 per cent), defecting customers (14 per cent) and inactive customers (8 per cent). 

The figures are based on an analysis of loyalty and customer lifetime data across Emarsys’ global client base. Brands provide Emarsys with all their identified sales from customers. The martech vendor then analyses if it’s a new, returning or loyal customer making a purchase across all customer groups. They have 3-5 years worth of sales data for each client. 

Source: Emarsys

“Our own customers — especially supermarkets — have told us over the past month that they’re dealing with not just more customers but more types of customers than they know how to deal with,” said Alex Timlin, senior vice president of verticals at Emarsys. 

“It’s now more important than ever to be able to quickly distinguish new customers from loyal ones, so you can target them with campaigns in the right way and do so quickly. Artificial intelligence is a huge asset to marketers here because it can analyse your entire customer base quickly to determine who’s new and who’s loyal. Then you can set up separate automated digital campaigns for each type of customer.”

The trends were identified by Covid-19 Commerce Insight, a joint project between Emarsys and data analytics provider GoodData showing the impact the impact of Covid-19 on consumer confidence.

The dashboard draws on more than a billion engagements and 400 million transactions in 120 countries, providing a global and regional picture of ecommerce activity and trends — a key indicator of overall economic conditions in these unprecedented times.

Key insights from Covid-19 Commerce Insight include how the pandemic is affecting the number of online consumer transactions, order numbers, the average order value, types of items purchased and more — in any industry and region in the world — in context of the extraordinary measures taken by governments globally.

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