The trend is observed across a mix of sub sectors in the US for both pure e-commerce and retailers online activity. We can outline a few possible reasons:
- Increase in unemployment and paycheck cuts forced people to spend less online while maintaining the same frequency of orders
- High influx of people who used to shop offline into online stores and higher proportion of people with lower income amongst those
- Bulk buyers who were driving the average order value up in March started to slow down, leading to decrease in the average order value in April
Experts anticipate the peak of Covid-19 cases to pass in the middle of April which will slowly lead to the change in the current trend.