Future of e-commerce looks bright as lock-down alters shopping habits

Tasha Raymond April 27, 2020
Future of e-commerce looks bright as lock-down alters shopping habits

Fewer than half of consumers believe they will resume the same shopping habits once lock-down is over, according to statistics from Neilsen.

With the addition of increasing numbers of us working from home, e-commerce is rapidly becoming a reliable and realistic part of our daily lives.

Global consumer data reveals a substantial increase in consumers cooking at home across most European markets, reinforcing the fact home-cooking is going to be a pivotal part of people’s lives for months to come. 

Circular economy

Amid the growing circular economy and increasingly transparent supply chains as the pandemic reshapes our daily lives, what does the future of e-commerce look like and what does it mean for consumer habits?

Data reveals almost half of consumers in the UK, Greece, Germany and the Netherlands generally ate at home before lock-down measures were imposed, meaning fewer people in those markets have drastically changed their dining regimes.

Photo by Elly Fairytale from Pexels

In Turkey, Italy, Portugal and Spain, however, where people tended to dine out more, people have had to make a conscious effort to changing their dining routines and shopping habits. 

While a small portion of Europeans have replaced their out-of-home food intake with takeaways and delivery services, a larger number have looked to develop their own cooking skills.

The purchase of meal kits from companies such as HelloFresh, Gousto, Simply Cook and Allplants continues to rise during lock-down.

With statistics showing a 43 per cent rise in UK consumers eating at home, recipe and meal kits could encourage increasing numbers to develop culinary habits they will look to continue after the lock-down.


In supermarkets, the in-store environment has also changed significantly since the panic buying witnessed when the UK entered lock-down in early March.

Stockpiling put the fast-moving consumer goods supply chain under such strain it left customers staring at empty shelves, especially for essential items such as flour, pasta, toilet rolls and soap.

Shopping habits have not only changed but also frequency of visit. Almost half (47 per cent) of UK respondents to the Neilsen survey said they were shopping less frequently during lock-down.


A recent report by The Grocer revealed while Tesco, Waitrose, Sainsbury’s, Marks & Spencer and Co-op had launched their own meal kits, their attempts had largely fallen flat.

As more consumers rely on e-commerce as the rule rather than the exception, consumer and dining behaviours adopted during lock-down could represent a significant change to shopping habits and a compelling growth in online sales throughout Europe. 

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