When March ended and we welcomed April, consumers waited for their online purchases to arrive at home as orders for home stays increased. According to Adobe Analytics, E-commerce sales rose 25% in March (remember: this is an average across all categories) as a direct result of the effects of COVID-19. In many parts of North America and Europe, populations settled at home in the third or fourth week, and consumers continue to expand their online shopping. What did consumers buy in the week of March 30?
We continue to monitor what consumers buy online to manage this unprecedented moment in our lives. Every week we will keep you up to date on 5 product categories that are experiencing significant growth in e-commerce due to the pandemic.
5 Growing Ecommerce Product Categories Week 3
Toys & crafts
How do you keep your kids busy and entertaining while minimizing screen time during the Coronavirus outbreak? Parents all over the world are looking for new toys, handicrafts in unprecedented numbers online. Some retailers and brands have experience 100-200% growth in toys and crafts Sales in the past 3 weeks. With delays in home delivery assembly, handicrafts retailers Michael started a pickup on the side of the road For the first time in March and accounts for 45% of its turnover. The market is on the brink of growth and offers brands and retailers the opportunity to support and guide new artisans in the search for a craft that is suitable for their skills.
Cannabis related products
Handling cannabis products is easier because legalization is becoming more widespread and normalization of cannabis products is increasing. Consumer interest in finding natural ways to relieve stress has been beneficial for cannabis products and their producers. Marijuana recreational pharmacies in Canada, California and Washington are considered essential businesses and are booming: Ontario Cannabis business grew 200% in March while American companies like Cann, a manufacturer of low-dose cannabis drinks, have 300% more online sales. Brands and retailers should look for ways to train and guide new and occasional cannabis users as they familiarize themselves with this emerging category as legalization enables growth.
Care & body care
It had to happen: consumers can only do without grooming habits until they realize that “maybe I should take care of my growing facial hair” or that self-care helps them feel better in this stressful time. The search for “DIY haircut” grew by 221% and Self-care brands continue to see how sales grow as the outbreak continues. There is even an increase in beauty and care brands that work with influencers and celebrities to show how to do home treatments that they would normally go to a professional for. There are immense opportunity to help and support Consumers to care and self-care products right for them.
Fitness equipment at home
If you’ve been open to Instagram for 5 minutes in the past 3 weeks, you know that everyone is looking for ways to train during COVID-19 at home. The search for yoga mats, dumbbells and resistance bands is growing 300% according to some estimates with sports and fitness products at the top 5 product categories consumers buy in the US, UK, Germany and Italy. With so many different options for introducing home training routines, consumers need to be helped to figure out which devices are best suited for their fitness and can actually be used at home.
Curbside Pick Up & BOPIS
Cross-sector retailers implement and prioritize roadside pickup and BOPIS to protect their employees and customers. The result: 62% growth at BOPIS since 2014. Because shipping delays are inevitable, BOPIS offers retailers and brands the opportunity to offer consumers a hassle-free digital shopping experience that mimics the familiar store experience by conveniently shopping at home and picking up the product that day.
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