Survey: 80% of retailers report increase in online traffic

Online retailers report significant growth in traffic since the start of COVID-19.

According to a new COVID-19 addendum to the recent Yottaa 2020 E-commerce Leaders Survey, 72% of respondents said they have experienced an increase in online traffic during the crisis, with food & beverage, home improvement/home goods, and apparel seeing the highest levels of traffic growth. Another 21% saw no change in online traffic and 7% reported an online traffic decrease.

With most brick-and-mortar stores closed, 74% of respondents say they have shifted to a digital strategy. This includes 80% of respondents seeing an increase in online traffic and 24% of respondents seeing no change or decrease in online traffic. About seven in 10 (69%) plan to make up lost brick-and-mortar revenue through their online channels.

Other interesting findings include:

•    Due to the pandemic, respondents are now focusing on three spend categories: digital marketing promotions, website performance, and buy online/pickup in-store.

•    94% of respondents say their websites are prepared to handle the anticipated influx in traffic due to more people shopping online.

•    Nearly 60% of respondents are focusing heavily on marketing promotions. 

Yottaa interviewed over 90 leaders from a wide range of e-commerce sites from April 9-14, 2020.