COVID, Commerce and the Consumer brochure

Download the report now to learn:

  • How consumer habits are changing for good
  • What this means for future shopping
  • What consumers want as their new normal
  • Who were the winners & losers during lockdown
  • Who consumers intend to purchase more with
  • What’s scaring consumers today and why
  • What lockdown has meant for our relationship with tech

Online shopping set to account for over half of all spending

We asked: "Pre-COVID-19, what percentage of your spending was spent online vs offline?"


% of shopping that was spent online pre-COVID-19 outbreak


% of shopping that was spent online during lockdown


% of shopping consumers intend to spend online post COVID-19

Consumers' habits have changed for good

With online now accounting for a larger percentage of retail spend, one question that needs to be asked is "are these changes in habits temporary or permanent?"


said some of their purchasing behaviours would stick


said their purchasing behaviours will have changed for good


said they intend to return to their old shopping habits


said they're more comfortable with digital tech post lockdown

The "winners" of lockdown

Since the outbreak, some businesses have flourished, whilst others have regrettably floundered.

To get a closer view, we wanted to see how certain organisations had fared in terms of shoppers' perceptions. 




Royal Mail





Free delivery a key factor in online success

Across all independent research programmes Wunderman Thompson Commerce has conducted in 2020, two clear drivers in decision-making scream out: delivery and availability.


said free delivery is the number 1 purchase driver for online buying. 2nd was product availability (57%)


of consumers think the number 1 thing they would change about online shopping is free returns


said it was more important to get the product on time than to get the brand they preferred

Shoppers are scared

As well as gaining an insight into consumers' outlook into the future, we also wanted to know what their outlook was, specifically around the future of shopping.


of shoppers feel less positive about shopping in-store


of shoppers are "scared" about shopping in-store

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