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Resource Center: Commerce, Consumers and COVID-19

View our latest insights on this global pandemic.

Rakuten Advertising is dedicated to supporting our clients and partners with the insights needed to successfully navigate the digital landscape. Each week, we will provide the latest consumer intelligence from our global performance marketing channels and our U.S. e-commerce panel, as well as research from leading industry resources.

Our commitment is to approach this with transparency and uncover the opportunities that will make you most effective in your evolving commercial strategies. Above all else, we want you to know we’re here for you through this.

For additional information on COVID-19, industry insights and more visit our blog. Some of our latest content includes: Vertical Commission Growth, Vertical Trends and Evolving Market Needs, Understanding What Consumers are Buying, What Advertisers Can do to Adapt Amidst COVID-19 and Engaging with Audiences During a Pandemic.

Performance Insights

Advertiser Category Growth

We reviewed our network data across our largest regions to better understand how consumers’ relationships with advertisers are changing as regions begin their transition out of lockdown. The Apparel vertical retains a strong share of orders across Australia, Germany, the U.K. and U.S., while luxury has started to regain their share of orders in France. In Brazil and Canada, Department stores are increasing orders. Our network also shows strong orders in the Health & Wellness vertical in Brazil and increasing orders in Canada for Footwear.

 
You can enable filters on the chart below to see multiple levels of detail. To apply filters, just follow these instructions:
– Click on the funnel icon in the upper right corner of the page.
– Next, click on the filter+ icon that will appear on the left side.
– Now click in the Filter When box to choose Network or Vertical, then click within the Values section to select a region or vertical. Click the filter+ icon to add additional filters.
– To reset your filters, click the filter title next to the “funnel +” icon, and click the garbage can to the right of the search bar. Do this for each filter you’ve chosen.

Subscription boxes soar during lockdown

With many regions emerging from lockdown, we look back to see how subscription boxes performed during this period. Exploring data from mid-March through to end-of May, our data reveals how consumers in Australia, the U.K. and U.S. have turned to subscriptions for everything from wine of the month clubs, beauty boxes, recipe boxes and even items for their pets. This could provide an ongoing opportunity for these service providers to maintain the growth of awareness and engagement in their offerings and retain the customers they’ve gained during lockdown. With the realization that reliance on these services may lessen in the coming months, it’s key to engage with a new message that shows the continued benefits even when customers rejoin the high street.

Affiliate Network Clicks and Orders

Clicks and orders across our global network continue on an upwards trajectory. The trending rise of clicks and orders showcases that despite retail reopening in many countries, there is a healthy consumer appetite for online shopping.

 

To apply filters, just follow these instructions:
– Click on the funnel icon in the upper right corner of the page.
– Next, click on the filter+ icon that will appear on the left side.
– Now click in the Filter When box to choose Network or Vertical, then click within the Values section to select a region or vertical. Click the filter+ icon to add additional filters.
– To reset your filters, click the filter title next to the “funnel +” icon, and click the garbage can to the right of the search bar. Do this for each filter you’ve chosen.

E-Commerce Insights

During the lockdown period, click & collect is one area of the online shopping experience that has seen significant changes. As lockdown eases, we turn to our U.S. e-commerce panel to understand the shift we’re now seeing towards click & collect.

Share of Click & Collect Dollars by Category

Industry Insights

We’ve compiled some of this week’s top industry articles from around the globe.