Adobe’s Digital Economy Index has found that e-commerce sales grew to new highs in April.
According to the Digital Economy Index, which Adobe Analytics to track the state of e-commerce, buy-online, pickup-in-store orders grew 208 percent year-over-year in April. The report also found that electronics sales and online grocery shopping have grown exponentially as people around the globe have stayed at home in the face of the COVID-19 pandemic. Electronics sales are up 58 percent online, according to Adobe, while online grocery shopping saw a 110 percent boost in daily online sales in April.
“We’ve found that this sudden e-commerce acceleration is having an impact on apparel, electronics, and grocery purchases online,” says John Copeland, vice president, marketing and customer insights, Adobe. “With stores closed due to shelter-in-place mandates across the country, April’s Digital Economy Index highlights how brands in these categories have had to shift strategies during this unprecedented time and how consumer online shopping is evolving.”
Increases in digital shopping came as many companies have introduced reduce pricing to entice consumers to shop digitally. Verticals, including apparel, saw a 12 percent drop in online prices. The percentage fall was the most substantial dip seen in April over the past five years. Even though prices overall have dropped, apparel has seen a 34 percent increase in online sales.
“Apparel is experiencing discounting in April that is akin to the scale of discounting that certain categories experience during the Black Friday through Cyber Monday holiday sales period,” adds Copeland.
Apparel items seeing the most significant growth in sales were reported to be items popular for staying at home. Pajama sales increased 143 percent in April, t-shirts purchases jumped 47 percent and shorts sales grew 67 percent.
Adobe’s Digital Economy Index is based on more than a trillion of anonymized and aggregated visits to retail websites and tens of millions of product SKUs from 80 of the top U.S. 100 retailers.