The effect of the pandemic on digital commerce has been well documented. Across the board, most merchant verticals saw gains. Mobile apps, which had been growing significantly in recent years anyway, took off with the rocket fuel of stay-at-home restrictions. But several categories saw outsized gains in 2020. According to a report from eMarketer (and not surprisingly), grocery, food delivery and health and fitness apps were the three fastest-growing categories in digital commerce.
Grocery led the way with nearly 41 percent more people using apps to order online than they did in 2019. Food delivery apps grew by nearly a third (32.7 percent) and the health/fitness category saw 28.5 percent growth according to eMarketer. The market research firm expects those gains to be short-lived, however, as users settle back into more normal patterns with the effects of the pandemic slowly waning.
Of the three, only grocery will hold on to the users they gained and experience more growth (5.8 percent) in 2021. eMarketer expects both food delivery and health/fitness to experience a bit of negative growth (2.6 and 2.8 percent declines, respectively).