The pandemic moved people online. Here’s how brands must react.

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Around the world, more than 60% of consumer interactions with companies take place online. This figure has risen significantly since the onset of the pandemic, up from about 40% in 2019.

Beyond the chart: The pandemic drove consumers online—600 million more people will use the internet this year than in 2019, per our estimates. And while some pandemic habits are waning, those new users won’t be logging off. Brands need to build out online customer service to meet consumers where they are.

Still, even though people are more likely to interact with companies online, 47% prefer making purchases in stores, meaning brands should satisfy consumer demands across channels.

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