Chile's e-commerce demand increases, comfortable clothing becomes a new trend

It is understood that Chile's e-commerce grew rapidly in 2020, with an online shopping penetration rate of 58.7%, and its market size is expected to reach 8.1 billion in 2024. The epidemic has not only changed people's shopping methods, but also changed people's clothing needs. In Chile, comfort style has become a new trend.

Data from the Industry Report: E-commerce in Chile 2020 shows that the number of buyers using digital channels has doubled since mid-March last year, and sales peaks have exceeded 200%.

2020 is a landmark dividing line for the development of e-commerce in Chile. Analysis data from statistical consulting firm Statista shows that the online shopping penetration rate of Chilean users is 58.7% in 2020 and is expected to reach 68.6% by 2024. Similarly, revenue is expected to reach an annual growth rate of 11% (CAGR 2020-2024), and the market size is expected to reach 8.181 billion by 2024.

In Chile, as cities are under quarantine, many people have resumed work and education activities at home. Executive suits and formal wear are replaced by leggings and sportswear, and high heels or formal shoes are replaced by slippers or sandals. The pandemic has changed people's lives and dressing, and comfort has become the most important factor driving the trend.

At Dafiti, Chile’s largest online fashion store , sneakers, sweatshirts, leggings and other sports products are the top choices for e-commerce customers. For example, its sweatshirt sales increased by 473% in 2020.

This year, the Chilean wardrobe platform predicts that people will prefer casual clothing. Tommy Hilfiger, GAP, Maui and other brands have launched a variety of comfortable products: leggings, sportswear and jumpsuits in various materials; sweatshirts in various colors, fabrics and oversized T-shirts, etc., covering men's, women's and children's clothing categories.

"Staying at home has made people look for comfortable clothes, such as sweatshirts, sweaters, slippers, pajamas, and although we have noticed a decrease in 'going out' products, comfortable clothes can be worn at home as well as on the street," said Alfredo Leyton, country manager of Dafiti Chile.

During the epidemic, people stayed at home most of the time, and comfort became a concern for everyone. The demand for household products will increase not only in Chile, but also in other countries and regions around the world.

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