Impact of second lockdown on e-commerce in Europe

E-commerce has become a lifeline for many physical retailers in Europe that had to close their doors during the COVID-19 outbreak. Currently, these brick-and-mortar businesses can continue their activities online during the lockdown. Ecommerce Europe conducted a survey on the impact of the second lockdown and COVID-19 on e-commerce in Europe.

The respondents elaborated on the effects of the full or partial lockdown they have been experiencing on traditional retail and e-commerce. They identified fragmentation across Europe. This was in regard to the classification of essential store categories and the rules for click-and-collect delivery solutions as one of the main issues. This resulted in legal uncertainty for businesses and consumers alike. The survey results demonstrate the need for a more harmonized EU approach. This is to ensure the continuous and safe provision of goods during the COVID-19 pandemic. In addition, it should also provide businesses with a level playing field when operating within the Single Market.

Positive perception on e-commerce

Furthermore, the survey provides insights on the public and political perception of the e-commerce sector across Europe. Basically, all respondents reporting a positive public perception for the sector. Moreover, a majority reporting a positive political perception as well. While in some countries there have been objections raised about e-commerce’s negative effect on local brick-and-mortar shops. The results and the experiences reported by Ecommerce Europe’s members demonstrate that e-commerce has become a lifeline for many traditional (brick-and-mortar) businesses that had to close. Allowing them to continue their activities online during the lockdown.

COVID-19 impact on e-commerce

The e-commerce sector experienced a strong demand during these last months. However, the survey shows a nuanced image of the impact of COVID-19 on the industry. While many sectors have generally seen increased sales, there is also a significant segment that has experienced a decrease in sales. Some sectors even dealing with a complete lack of sales. For instance, e-commerce services such as travel/online ticket sales experience a decrease in sales between 40% and 70%. The survey provides further details per sector.

Future growth in 2021

Despite the ongoing pandemic, the majority of the respondents declared to remain hopeful for the future. They have noted that that the escalation of the digitalization of businesses in Europe will result in continuous growth for the industry, which is becoming increasingly omnichannel. The e-commerce sector expects a definitive growth in product sales in 2021. In addition, a possible growth in the sale of services dependent on the severity of the COVID-19 measures.