2020 Digital Economy Index

We analyzed terabytes of Adobe Analytics data in near real time to uncover powerful insights that help you understand and act on digital commerce trends.


Over 1 trillion

transactions processed.

Over 100 million

unique product sales analyzed.

80 of the top 100

U.S. online retailers evaluated.

What we learned

Key insights from the Digital Economy Index

The Digital Economy Index measures inflation in what people are buying in the digital world, both in the U.S. and in major global economies. As part of that measurement, we’ve seen that the purchasing power of the online dollar has increased by nearly 25% over the past six years.

Online purchase power since 2014 (Data updated monthly):

Digital purchasing power graph

Why this data matters
Knowing purchase power parity informs a consumer’s buying power online for various goods, helping them make better choices on when and what to buy.

Download the data (.xlsx) ›

Digital purchasing power graph

Driving Industries

Industries driving digital purchasing power

After analyzing the digital economic landscape, we’ve found that three categories are especially influential to the online economy — grocery, electronics, and home and garden.

 

Our data is updated monthly.

Grocery

Online price change

Grocery Online price change

Demand for groceries has been increasing slightly in recent years, driving online price up by 7.2%. 

Electronics

Online price change

Electronics Online price change

Electronics prices are now beginning to plateau, after years of innovation-fueled deflation. The absorption of the offline purchasing by the online electronics category and COVID associated demand have been key culprits.

Apparel

Online price change

Home and garden Online price change

Apparel prices have been relatively cyclical over the past 6 years, due to seasonal trends.

How the Digital Economy Index helps everyone

Download the full report to get an in-depth look at the global economy and what it means for businesses and consumers around the world. Here’s what you’ll learn:

Pricing trends
Consumers can learn the best times to buy products like electronics, TVs, groceries, and more.

Global impact
Companies can understand how their pricing strategies will impact and be reflected in global pricing trends.

Comprehensive insights
Policy makers can develop plans based on online purchase parity power, urban and rural regions, and more.

How the Digital Economy Index helps everyone

Download the full report to get an in-depth look at the global economy and what it means for businesses and consumers around the world. Here’s what you’ll learn:

Pricing trends
Consumers can learn the best times to buy products like electronics, TVs, groceries, and more.

Global impact
Companies can understand how their pricing strategies will impact and be reflected in global pricing trends.

Comprehensive insights
Policy makers can develop plans based on online purchase parity power, urban and rural regions, and more.

Bringing the Digital Economy Index to life

The index was developed by Adobe Digital Insights (ADI) in partnership with leading thinkers and institutions.

 

Austan Goolsbee 

Robert P. Gwinn Professor of Economics at the University of Chicago’s Booth School of Business and former chairman of the Council of Economic Advisers for President Barack Obama.

Pete Klenow

Professor at Stanford University’s Department of Economics, visiting scholar for the Federal Reserve Bank of San Francisco, and member of editorial boards for several financial journals.

Get a complete view of your business

Customer Journey Analytics, available with Adobe Experience Platform, fuels the Digital Economy Index. It can also help you see and understand the context behind every customer’s interaction with your brand.

Get a complete view of your business graph