COVID-19 Spurring E-Commerce, Outrage at Amazon, Analyst Says

Even consumers more inclined than others to return to stores during COVID-19 are buying online more than ever, Sucharita Kodali, Forrester Research vice president-principal analyst, told the National Retail Federation Monday. Forrester estimates about 40% of U.S. consumers are in that category, compared with 53% who prefer to continue sheltering at home and are fearful the economy is reopening too quickly. Of those who say they want to go back to stores, 30% "are choosing to purchase online,” said Kodali. “Almost half of them are purchasing their groceries online. This is an important observation because among people who may want to go back to stores, you’re still seeing them consuming online.” That’s the factor that’s “certainly driving e-commerce forward, but continues to be a challenge for physical stores,” the analyst said. Forrester found 37% of consumers “don’t want to pay anything” even for a same-day transaction. Another 22% said they are willing to pay $3-$6 for same-day delivery. With the e-commerce supply chain stretched to the limit during the pandemic, Forrester estimates 22% of consumers experienced late deliveries during the crisis, said Kodali. “That has also led to greater dissatisfaction with players like Amazon.” Of the Amazon Prime members Forrester canvassed, 24% said they were “frustrated” with the service, she said. Dissatisfaction was 10 points higher among Generation Z respondents, she said. Amazon didn’t comment Monday. Consumer resentment toward Amazon during the crisis “has provided oxygen” for other e-commerce giants like Walmart and Target, said Kodali. Though Amazon’s Q1 e-commerce sales were 25% higher than in the 2019 quarter, Walmart’s were up by 77% and Target’s 141%, she said.