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Insight: How has the current situation affected consumption patterns?

Insight: How has the current situation affected consumption patterns?

On March 8, 2020, the Italian government was the first to sign a decree imposing a lockdown on much of the country’s north to contain the spread of Covid-19. Comparing the data* on Amazon.it from the first days of March to the same period of the previous month, Witailer analyzed the impact of this exceptional situation on the purchasing behavior of Italians.

Analyzing more than 50 brands that sell on Amazon.it, we saw a 60% increase in traffic on Grocery products, with sales growing on average by 100% and peaks up to 400% recorded from 8 to 12 March, in the days immediately following the ministerial decree.

Not all product categories experienced an increase in their volumes: some brands in Fashion & Accessories recorded a 24% decrease in traffic and a 15% decrease in sales compared to the previous month.

As far as other product categories are concerned, traffic has grown up to 70% compared to the previous month, though with a much lower conversion rate and click-through rate in the advertising campaigns, leading to a sales growth of 10%.

In the Beauty category, there have been brands that only in the last 3 days of March analyzed (10-12 March) sold on Amazon almost as much as the whole month of February, especially in the Haircare world, where conversion rate increased from 3% to 15% within a few days.

*Data were collected through our proprietary software Witailer Marketplace Intelligence, analyzing the information related to brands in our portfolio, only for the Italian market.

The original article was posted on Engage.it (13.03.20)