Just over one-quarter (28%) of consumers purchased something from brands selling their products directly for the first time during the novel coronavirus (COVID-19) outbreak, according to a global survey by Criteo. This is the e-commerce channel that attracted the smallest number of new customers during the outbreak.
The finding comes at a time when direct-to-consumer (DTC) brands are providing a fundamental challenge to legacy brands selling online. The approach has proven popular as it allows for collecting first-party data, managing the brand experience and improving customer lifetime value.
Groceries and online supermarkets proved most attractive,...