The growth of e-commerce has been surprising Nigerian Email Database, both in the categories that have been dominant (Skincare grew 99%) and in those that are more emerging (bottled beverages grew 153%). Virtually every category has seen e-commerce have a massive impact on their sales during this crisis although, of course, some categories have also declined – like fashion and luggage, but that has been linked to the general demand for those. products, lower with the current climate -.
It has also been argued that e-commerce is not for all buyers, but is for a younger and premium type of buyer; a perception that has been proven false as consumers young and old, rich and poor, have shopped online to meet their needs. Once a reluctant audience to buy online has tried e-commerce, it is very likely that they will make it another of their usual options. For example, the beauty sector, which before Covid-19 had – according to data from the NPD Group – an e-commerce penetration that was around 20%, has reported an increase of 47% during the week of March 28 , capturing nearly 90% of beauty spending that week Gulf Phone Number List. And surely this digital strategy will remain after the lockdown.
