Updated February 2021. The Numerator eCommerce Acceleration Index highlights our unique ability to track longitudinal consumer behavior across online and offline channels.
In Spring 2020, Numerator created the eCommerce Acceleration Index to quantify the online shift of new buyers in the early weeks of the pandemic, focusing on 14 CPG categories that showed significant initial changes. This approach established pre-pandemic baselines and compared them to new extrapolations based on rates of growth observed at the onset of the pandemic. Comparing these growth rates allowed us to quantify the level of eCommerce acceleration for each category.
As we close out the first full year of the pandemic, we’ve updated the Numerator eCommerce Acceleration Index for these same categories to assess the annual impact of COVID-19 on consumer online behavior.