The document discusses the changes in consumer behavior and trends in ecommerce during the COVID-19 pandemic, highlighting a shift towards online shopping and the emergence of new essential categories. It notes that while some brands experience record sales, issues like supply chain delays remain a concern. Recommendations for brands include adapting marketing strategies, communicating transparently, and leveraging community engagement to navigate the new normal.

1. Ecommerce
Insights Amid
COVID19

2. Joe
McCarthy
Director of Performance Marketing
JM1731

3. Housekeeping
Webinar recording available
Additional content available at klaviyo.com
Email webinar-questions@klaviyo.com

4. 1 The new normal
2 Trends to monitor
3 What’s working and what to do next
4 Q & A
Agenda

5. 1. The new normal

6. Monday 3/9 Monday 3/16 Friday 3/20 Monday 3/23
So, the world has changed...

7. Has your
marketing
strategy
changed in
response?
It should.

8. Good news —
people are
still buying,
especially
online.

9. But the
consumer
condition has
changed.
People have
different
mindsets,
wants, and
needs.
And that’s
impacting their
buying
behavior.

10. “Business as
usual”
marketing
doesn’t work
during unusual
times.
So what does?

11. Each day, we wanted to share:
What brands should do about it
We started a survey to help you keep a pulse on
the COVID19 ecommerce impact.
Read insights at
klaviyo.com/covid-19-daily-ecommerce-insights
What’s going on
We wanted to
provide value

12. Keeping a
pulse on the
ecommerce
impact

13. Polls Taken
5,134
Brand Poll Respondents
3,188
Consumer Poll Respondents
1,946
Customer Conversations
20

14. Klaviyo Customers
Analyzed
32,500

15. 2. Trends to monitor

16. A. Consumer spending is shifting
2. Trends to monitor

17. In the last two
weeks of March,
62% of
consumers
reported
spending the
same amount,
or more than
usual.

18. While we
initially saw a
spending boon
as the impact of
COVID19 hit
home, recent
poll results
suggest that
spending may
normalize.

19. More than 40%
of brand survey
respondents
continue to say
sales are
going up.

20. Consumers are reporting that they’re shopping more online,
or significantly more online, than in store.
Change in spend
online vs. in store
Consumers
say they are
switching to
online
shopping.
Significantly more in store
More in store
No change
Significantly more online
More online

21. There is a 40% lift in the volume of online buyers across the US, shopping from
Klaviyo supported brands. Pre-outbreak there was an average of 903K
individuals shopping online in week 2 of stay at home, this rose to over 1.25M.
Growth in number
of buyers in the US
40% more
online buyers
in the US
across Klaviyo
brands
50 States
44 States
48 States
26 States
48 States

22. Some brands are reporting record-breaking sales that rival their results on
key holidays like Black Friday and Cyber Monday.
In some cases these brands are seeing increases of 2001,000%
A children’s book brand reported sales going up 300%
in a week since people were working from home and
needed to entertain their kids.
Another brand reported, “Sales are up 450%. Some
days it spikes to 900% and other days the lift has
been around 275%.”
Boom brands

23. Klaviyo ecommerce brands are seeing
increasing sales, at an increasing rate.

24. Across our more
than 32,500
customers,
sales continue
to increase.
Since the last
week of
February, sales
are up 39%.
Overall sales
across all Klaviyo
customers
Overall revenue ($ Week over week change

25. Why are
so many
businesses
in a panic if
consumers are
spending more?

26. B. America’s definition of what’s essential has changed.
2. Trends to monitor

27. Two weeks into
COVID19 we
asked people
what they
bought.

28. We also asked
what they plan
to buy.

29. Essentials New Essentials
CPG and food products were essential to have
when stay-at-home precautions started.
New categories emerged as consumers needed
help adjusting to stay-at-home life.

30. From Future
Commerce

31. New
essentials
driving YoY
growth

32. Essentials:
● CPG products
● Food and beverage
Non-essentials:
● Fashion and apparel
● Jewelry and accessories
● Electronics
New essentials:
● Toys and hobbies
● Health and fitness
● Beauty and cosmetics
● Housewares
● Sporting goods
Breakdown of
new essential
categories

33. Across every
spending level,
people plan
to buy new
essentials more
than products
across other
categories.
*excluding food

34. The number of
consumers
buying across
verticals
continue to
increase.
In general, most verticals have not only stabilized, they’re also
doing better than they were pre-outbreak (2/223/7.
Buyer Trends
by Vertical
+40% +31% +20% +59% +27% +39% +74% +19% +39%

35. Health and
beauty sales
across 19,000
Klaviyo
customers are
up nearly 100%
since 2019.
Vertical
spotlight

36. Electronics
have become a
hot impulse
purchase.
Vertical
spotlight

37. Hardware and
home
improvement is
also up—in
some cases
over 40%
week-over-
week.
Vertical
spotlight

38. In Fashion and
Apparel, 46% of
people have
already bought
and plan to buy
again.
Vertical
spotlight

39. C. Consumer buying behavior is also shifting.
2. Trends to monitor

40. Early reports
suggest
consumers may
be starting
to favor
independent
brands over
Amazon.

41. As of April 10th,
90% of
consumer
respondents
say they’re
shopping
online.

42. A major
opportunity to
be discovered,
46% of
consumers say
they’re
shopping from
new brands.

43. Where are
consumers
finding these
new brands?
Some things
haven’t
changed.

44. Across the
board,
consumers are
favoring
independent
brands for a
number of
reasons.

45. of consumers say product availability and
free shipping are top priorities influencing
their purchase decisions.
70%

46. 40% of
consumers are
satisfied with
their online
shopping
experience, but
29% are ready
to be wowed.

47. D. Some brands are starting to spend more on ads, reporting
ROAS is higher with less competition
driving CPM and CPC down.
2. Trends to monitor

48. 26% of brands
said they’re
spending more on
ads, up 5% from
last week.

49. E. Supply chain impact (access to inventory and fulfillment
delays) continues to be a concern for many brands.
2. Trends to monitor

50. The percentage
of brands seeing
shipping delays
in particular
continues to
increase
over time.

51. 52% of brands
are experiencing
delays with
logistics
providers or don’t
have access to
their inventory.

52. Customers are
searching for
out-of-stock
products.

53. Head to
klaviyo.com/blog
Dive into the
logistics climate
right now

54. 3. What’s working and what to do next

55. 3. What’s working and what to do next
A. Highlight ways you plan to give back

57. Spotlight on
Nuun

58. 3. What’s working and what to do next
B. Set clear expectations and communicate company updates
across channels.

60. Spotlight on
Nuun

61. Personalization Pro Tip: Segment your emails by in-store subscriber
lists to share relevant information about specific store reopenings
or protective measures.
Segment criteria:
● Specific store list
● Recent email
engagement
● Geographical
proximity to that
store location
● Suppress appropriate
contacts

62. Personalization Pro Tip: Use website pop-ups to communicate if you’re
running low on inventory and if you offer free shipping.
With Klaviyo, you can create:
● Dynamic onsite content for
notifications (like this example)
● Dynamic onsite content to
direct users to different website
pages
● Dynamic forms to capture
additional information about
segments of visitors
All at no additional cost.

63. 3. What’s working and what to do next
C. Build community across social channels and livestream events.

66. Personalization Pro Tip: Request feedback and use these insights
to develop the content or focus of your livestream. Be transparent
about why you’re creating that content to reinforce how much
you care about your community.
Feedback example: Livestream example:
Prepare a series of recipes that
pair well with your ingredients
and host live cooking classes.

67. 3. What’s working and what to do next
D. Update your editorial calendar to embrace the new normal.

69. DO NOT make your discount code “COVID19” or “coronavirus.”
This is not how you want to represent your brand when it
comes to conveying sensitive subject matter.

70. Personalization Pro Tip: Send BOGO-type offers to your recent
purchasers, encouraging them to share the love with a friend.
Pick your best-seller and build your content and segment around it.
Messaging example:
Love your new yoga pants?
Send a pair to a friend!
Segment criteria:
● Purchased that item from you recently
● Recent email engagement
● Suppress appropriate contacts

71. 3. What’s working and what to do next
E. Use onsite forms to grow your email list.

73. Personalization Pro Tip: Use onsite forms to progressively profile your
customers. Capture additional preferences from customers who are
already opted into your marketing to provide more relevant content.
Form data to capture:
● Special dates:
birthday, anniversary,
etc.
● Interests/activities
● Style preferences
Quizzes work too!

74. 3. What’s working and what to do next
F. Update subscribers on inventory status through
a back-in-stock automation.

75. Spotlight on
Who Gives a Crap

76. Head to
klaviyo.com/blog
Read the
interview

77. Personalization Pro Tip: Configure your back-in-stock automation to
alert your best customers first when items become available again.
Automation
split criteria:
● Purchase frequently
● Purchased recently
● Purchased at a high
average order value
AOV

78. 3. What’s working and what to do next
G. Start with empathy and go from there.

79. Think critically about how much is necessary to
share, and how often.
Show your brand’s dedication to social
responsibility.
Treat the matter with sensitivity—ensure your tone
and content are appropriate with the current
climate.
Ask your community to share what resonates with
them.
Empathy

80. klaviyocommunitychat2.splashthat.com
livefromyourlaptopcommunitydog.splashthat.com
Two can’t-miss
digital events
RSVP

81. Own your Growth

82. Klaviyo helps you
understand your
customers, see
opportunities and
deliver great
experiences —
seamlessly.

83. ● Pre-built integrations
● CRM
● Activity history
● Segmentation
● Content designer
● Workflows and automations
● Deliverability
● Revenue attribution
● Predictive analytics
We built the first
marketing
platform with
customer data
baked in.

84. Use API endpoints from all
customer touchpoints to
request data.
Use Klaviyo’s Event,
Custom Property, and
Javascript API
to pass this information
to Klaviyo.
With Klaviyo, you
can leverage data
from all of your
channels to build
relationships.

85. Customers have made more than $3.7 billion in
revenue in the last year alone.
Join the movement at klaviyo.com

86. Questions?

87. Something not covered?
Email us at webinar-questions@klaviyo.com

89. F. Consumers are buying from online retailers
they’d never shopped at before.
2. Trends to monitor