Contents
What?
Half of European consumers shop "incognito," meaning they choose to shop online while hidden from others, such as household members. This phenomenon includes using anonymous options like private browser mode or shopping without logging in, as well as opting for neutral shipping packaging.
Why?
Shopping incognito is gaining popularity as more and more consumers seek privacy and avoid judgment from others. Such purchases help avoid embarrassment associated with certain products, such as intimate items or impulsive spending. Furthermore, with growing concerns about personal data protection, consumers are using this option to protect their privacy and avoid excessive tracking of their online activities.
Who is it for?
This trend is particularly important for online store owners and marketers, who should consider the privacy needs of their customers. It's also important information for e-commerce service providers and courier companies, who must adapt their processes to meet these new user requirements.
Background:
The phenomenon of incognito shopping arises against a backdrop of growing consumer privacy concerns and a preference for online anonymity. It's a response to concerns about personal data collection, but also a reaction to changing social norms that encourage people to hide certain products or services. In this article, we'll discuss how this trend is shaping the e-commerce market and what it could mean for the future of online shopping.
What is incognito shopping?
Incognito shopping is a term used to describe the process by which consumers make purchases in a way that allows them to conceal the details of the transaction from others, particularly family members or roommates. In this context, we refer to practices such as:
using private mode in web browsers,
making purchases without logging in to your account (shopping as a guest),
choosing neutral delivery packaging that does not contain any product information.
Although this form of shopping is popular among younger users, this trend is also present in other age groups, which makes it an important element in the analysis of consumer behavior in the digital world.
Why do consumers choose to shop incognito?
The motivations that drive consumers to conceal their purchases vary, stemming from various psychological, social, and privacy-related factors.
Shame and taboo – One of the main reasons for shopping incognito is the shame associated with certain product categories, such as intimate items, dietary supplements , and health products . Customers don't want their household members to know exactly what they're buying, especially if the product is considered embarrassing.
Avoiding conflict – Often, shopping incognito is a way to avoid unwanted conversations or arguments at home. Shopping can be perceived as impulsive or unnecessary, and some consumers prefer to avoid confrontations with partners or roommates.
Privacy and data protection – Growing concerns about the privacy of personal data are leading many consumers to use incognito mode. This allows users to feel their online activities are more protected from tracking and personalized advertising.
Who most often shops incognito?
Research shows that incognito shopping is most popular among people under 30. In this age group, as many as 60% of consumers admit to using this method. In older age groups, while this trend persists, it is much less common. It's worth noting that there is no significant gender difference in incognito shopping—both men and women use this method equally.
What products are most often hidden?
Europeans choose to shop incognito for a variety of products, especially those that might be embarrassing or considered unnecessary. Here are some of the most frequently hidden categories:
Intimate products – e.g. sex toys, personal protective equipment, health accessories,
Consumption and sweets – fast food, cakes, sweets that may be perceived as unhealthy,
Clothing and footwear – often hidden fashion purchases, especially when they involve impulse purchases,
Medicines and health products – especially for people who are concerned about the reaction of household members to the purchase of dietary supplements or medicines.
How is e‑commerce responding to this trend?
The trend of incognito shopping is forcing e-commerce companies to implement new strategies to protect user privacy. For retailers, this means adapting their sales platforms to meet the growing expectations of consumers seeking greater anonymity.
Neutral packaging – A growing number of companies are offering delivery in logo-free packaging, allowing customers to maintain their privacy. Courier companies are adapting their services to this trend by offering delivery options that don't reveal the package's contents.
Guest Shopping – Online stores are increasingly offering the option of shopping without the need to create an account. This allows users to avoid logging in and remain completely anonymous.
Anonymous payments – The next step is to introduce payment options that don't require full personal information. Using digital wallets or cryptocurrencies gives users greater control over their privacy.
What does this mean for the e‑commerce industry?
Incognito shopping has a significant impact on marketing strategies and the technologies used in e-commerce. On the one hand, companies must pay increasing attention to protecting user privacy, adapting purchasing processes to their needs. On the other hand, this phenomenon complicates traditional data analysis methods, such as user profiling or ad personalization. Companies will need to invest in new technologies that will allow them to understand consumer preferences despite the lack of comprehensive data.
All this highlights how important it is to create a safe, discreet and comfortable shopping experience that meets users' growing privacy needs.
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Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
