Trends Report

The COVID-19 Pandemic Accelerates European Retailers’ Need For Digital Operations

May 15th, 2020


Forrester’s latest European data on consumer behavior during the pandemic informs retailers about what they can expect from consumers as lockdowns are lifted. European consumers have been forced online during the pandemic lockdown and have reduced all but necessary spending. The surge in digital demand during the lockdown gives the misleading impression that consumers will dramatically shift their purchasing online once the pandemic is over, but the vast majority of consumers hope to return to their normal shopping habits. Digital holdouts, forced online during the pandemic, will be the ones who embrace digital commerce and boost online sales in the wake of the pandemic. The pandemic will magnify retailers’ pre-existing need to rebalance their physical stores and digital presence.

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