The pandemic closed many consumers’ education and comfort gaps with online shopping. Now, as the country has started to open up, consumers are continuing to turn to their phones to purchase everyday items.

Brands should interpret Morning Consult’s survey research on how U.S. consumers’ shopping habits have shifted amid the COVID pandemic, which closely match federal reports of e-commerce’s rapid expansion, as intel of what’s to come: More consumers moving into digital spaces -- and staying there -- to shop for products they may have gone into stores before the pandemic to purchase.

Retailers need to work quickly to establish both product lines available online that meet consumers’ definition of good value and online customer service teams centered around the trust builders in this report -- in addition to investing in infrastructure that will protect consumer data.



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Joanna Piacenza


Joanna Piacenza is the head of industry intelligence for Morning Consult, a global enterprise technology company specializing in intelligent data to power leaders’ intelligent decisions. She leads the company's analyst division, which translates high-frequency data into actionable insights for optimized decision making. Piacenza's work is regularly cited in The New York Times, The Washington Post, The Atlantic, and BBC, among others.


Learn more about what builds and breaks trust among U.S. consumers in Morning Consult's Most Trusted Brands series

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