Accelerating E-Commerce Penetration -> Higher Performance Marketing Cost?

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Hello!

As the topic suggests, I was wondering whether there is a factual relationship between accelerating E-Commerce penetration, caused by the COVID shift in consumer buying behavior and performance marketing cost (i.e. FB / Instagram / Google). It seems obvious enough that the two should be interlinked but I was wondering whether there are any statistics / research around the topic and particularly its magnitude. E.g. for a 1% increase in E-Commerce penetration, there is an expected X% increase in performance marketing cost.  

 

I would really appreciate any hints!

Best regards,

Niklas 

 

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