Online shopping: Nothing beats clothes and shoes - even more so in Corona times

Online retail, which has been booming for years, has gained further momentum thanks to Corona. "Clothes and shoes" remains the most popular product category according to a survey by Marketagent.com Switzerland. And how will we shop tomorrow? Technologies such as AR or facial recognition are meeting with acceptance.

The study by Marketagent.com Switzerland shows that 74 percent of the German-speaking and French-speaking Swiss surveyed buy clothes and shoes online at least once a year. This is 5 percentage points more than in the comparable survey in February 2020, i.e. before the Corona crisis.

(Source: Marketagent.com Switzerland)

In the personal care products and cosmetics category, the percentage has increased to 44 percent, which is also clearly higher than last year's February 2020 survey, which was 37 percent. The increase in the durable food category is similarly high. In 2021, this category comes in at just under a third at 30 percent, up from 23 percent in February 2020.

"Due to Corona, people inevitably had to shop online more. However, the fact that the share in the respective categories has not increased more significantly than in the previous year underlines how much shopping by mouse click is already established among the Swiss population," explains Martina Staub of Marketagent.com Switzerland.

AR and Co: Men and younger people are more open

New technologies will continue to shake up the way society shops. But which developments are welcomed, and which are rejected? Of the options surveyed, shopping in stores entirely without sales staff met with the greatest acceptance among respondents (33 percent). However, men are significantly more in favor of this than women (38 percent versus 29 percent). The difference between the age groups is even more marked: acceptance among 14 to 29 year-olds is 45 percent, while among 50 to 74 year-olds it is only 24 percent.

(Source: Marketagent.com Switzerland)

31 percent of respondents can imagine using augmented reality. There is no clear difference between the sexes here. However, there is a large difference according to age. Half of 14- to 29-year-olds are in favor, but only a fifth of 50- to 74-year-olds.

Overall, 31 percent are more likely to say yes to payment via facial recognition or fingerprint. Men are significantly more likely than women to say yes (34 percent versus 27 percent), and 14- to 29-year-olds are significantly more likely than 50- to 74-year-olds (41 percent versus 23 percent).

However, the purchase of products that are individually adapted to one's own needs on the basis of a DNA test meets with great disapproval. Overall, only 15 percent are in favor of this.


Marketagent.com Switzerland interviewed for the Study 1004 people from German-speaking and French-speaking Switzerland aged between 14 and 74. The representative survey was conducted from 4 to 15 February 2021.

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