However, a September 2019 survey conducted by The Retail Feedback Group found that 37% of US digital shoppers most recently purchased groceries from Walmart, compared with 29% who used Amazon. But not all consumer data shows the same results.
According to an Episerver study conducted earlier this year, nearly a quarter of US digital shoppers begin their holiday shopping by mid-November. What's more, 35.7% don't get to it until December. “Shoppers have been conditioned to expect the deepest discounts post-Thanksgiving, and they tend to get out into the stores when all retailers are getting into the act," Lipsman said.
Digital shoppers are also willing to convert on products that they need with longer delivery windows in order to avoiding going to stores, where inventory may be limited anyway. That’s proving to be a benefit and a challenge to digital retailers like Amazon.
Confined to their homes, consumers now have more than the impetus of convenience to shop online. It’s become necessity for many people—a condition that will likely boost ecommerce habits for years to come. Nearly four in five adults (79%) in Canada spent 20% or less of their total shopping budget online prior to COVID-19, according to a Forum Research poll in April 2020.