With Kantar data showing a spike of 15.4% in the UK eComm sector as of Feb 21, up from 8.7% in 2020, the rise of eCommerce is fact, not theory. The increased demand for online shopping has been a necessity for many - securing a delivery slot (particularly back in Spring 2020) felt like you had hit the jackpot. On the flip side, for others, periods of isolation, the closure of retail stores and the need to balance life's necessities and treats has driven a huge change in how we shop - and quickly. The acceleration of adoption in retired households who have boosted their online spend by a staggering 229% compared with January 2020 (Fraser McKivett, Kantar, 2020), is just one statistic demonstrating that traditional barriers to online shopping are officially broken.
For brands within FMCG, this shift poses huge strategic decisions in how this affects marketing budgets. 2020 became the year of deploying a crisis management plan to enable brands to retain some levels of salience. While sales for many in the grab-and-go convenience space saw huge impacts to the bottom line, the return to ‘business as usual’ plans are no longer viable. Confidence in spending will grow, and the wallet will undoubtedly become diluted across both online and offline worlds, but it’s unlikely that digital will see a retraction in its importance for marketers.