Google tracks lockdown shopping behaviours that are here to stay

Google’s ongoing research into pandemic retail habits shows what was unique to lockdown and which behaviours are here to stay. 

Why it matters

Few companies become a verb; even fewer see our intentions and questions across the online population. Google’s privileged position shows some of the changes to shopping habits that have stuck, with implications for marketing and retail investments. 

Takeaways

• We have become digitally mature in our buying over the course of 2020–21, with mobile driving much of the online commerce as the pandemic wore on. 
• People became comfortable researching products and seeking inspiration online in greater numbers, but stores have a distinctly defined role.
• An appetite for discovery has been good for new brands as the pandemic-induced shift online brought new opportunities.