Spotting the COVID-19 Impact with SEMrush Data
According to Olga Andrienko, the COVID-19 pandemic has undoubtedly had a significant effect on digital marketing trends this year. Its full impact is yet to be seen, but businesses have been forced to adapt to the changing circumstances on a weekly or even daily basis.
At SEMrush, we have collected and analyzed recent data from over 2,000 of the world’s most visited ecommerce websites across multiple categories, including Fashion, Consumer Electronics and Health and Beauty, to determine what the new face of digital marketing looks like. The analysis revealed that shifts in the ecommerce landscape and consumer shopping patterns had already arrived:
Monthly “buy online’’ searches almost doubled in the first month of the pandemic: there were 27,500+ searches in March 2020 vs. 14,800+ in February 2020 across all categories. Looking at the overall year-on-year (YoY) trend for June (2019 vs. 2020), these searches rose globally by 50%;
Worldwide searches for food delivery services increased by an average of 180%; and
The average YoY traffic growth for ecommerce sites in the first half of 2020 was around 30%.
These are just some of the changes that have taken place in recent months. Let’s take a closer look at our research and data on this year’s ecommerce digital marketing trends to see how we can help businesses navigate their new landscapes.
Ecommerce Traffic Trends: Growth, Growth, Growth
Ecommerce sales have already been growing at unprecedented rates. In 2020, eMarketer forecasts a collective $3.914 trillion in ecommerce sales.
Due to the coronavirus outbreak, consumer interest in online shopping is on the rise for everything from daily necessities to more serious purchases, such as laptops (online searches for “laptops” have grown by 123% YoY during spring). Offline shopping, of course, is a long way from returning to normal.
Ecommerce Traffic Trends
SEMrush data gathered via Traffic Analytics show that global average monthly ecommerce traffic across all industries is around 17 billion. Spikes in November and December are typically expected as consumers flock to online stores for the likes of Black Friday and Winter holiday promotions, but the recent pandemic has caused some unexpected changes in the ecommerce landscape.
Traffic spikes to ecommerce websites in springtime were larger than the traditional spikes we tend to see in November and December. Remarkably, the traffic only continued to grow in June 2020:
Original article by Olga Andrienko on https://www.semrush.com/blog
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