Consumers are increasingly turning towards online retailers to buy apparel, and in China, e-commerce now accounts for over one quarter of all non-food retailing. How can brands succeed in this competitive market?

According to SGS, one of the world’s leading inspection, verification, testing and certification companies, headquartered in Geneva, Switzerland, it would be wrong to think the 2020 pandemic caused consumers to shift their shopping habits away from ‘bricks and mortar’ stores towards online retailers. Instead, it is better to view Covid-19 as an accelerator of trends that were already in motion.

This acceleration has, however, been dramatic, and it has been global. In 2018, only 22% of US citizens shopped online for groceries but that figure shot up to 42% in 2020.

While the catalyst for this increase might have been the pandemic, it does not look as if the trend will be reversed when things return to normal.

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