Alongside the public health crisis, the economic impact of the pandemic is being felt heavily around the world. As entrepreneurs, business leaders and Governments work to protect jobs and accelerate a return to prosperity in the long term, it’s clear that digital tools and skills are going to be more important than ever. That’s why Google is investing in new tools and training to ensure all businesses can build resilience and recover quickly. These are helping companies such as handmade accessories retailer MoonDot in Poland who used digital tools to improve online sales by 70%, and La Maison Des Soeurs Macarons in France who gained 200 new customers after its team took online training courses in digital skills.
A new report released today by the Connected Commerce Council, funded by Google, shows how a “digital safety net” can serve as a support system for small businesses. The survey of more than 5,000 small businesses across Europe found that businesses that used digital tools to rapidly change how they find customers, sell products and operate reported 80 percent better sales during COVID-19 than those who didn’t, and hired three times as many people. And without such tools, many would have gone out of business.
Digital drives jobs and sales for small businesses
Whilst almost all (80 percent) of European small businesses increased their use of digital tools during the pandemic, the report identified three different types of small businesses based on their adoption of digital tools, and how this impacts their business:
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Digitally Advanced small businesses (42 percent of small businesses in Europe) use more than 10 digital tools and prioritize their importance, leading to better business outcomes such as higher revenue and jobs
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Digitally Evolving small businesses (40 percent) viewed tools as supporting or essential for their business, but were deploying an average of six
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Digitally Uncertain small businesses (18 percent) use less digital tools and don’t prioritize their importance, leading to worse business outcomes
