Online shopping has been growing at an alarming rate worldwide but data collection, which is required in online transactions, has had a negative impact on consumer attitude and behaviour.

"84% of people interviewed admit that they are aware of companies tracking the websites they’re visiting, and build on it personalized recommendations of goods."

"Nevertheless, consumers take it as a trade-off policy of the deal and give their consent for their personal data processing when informed about the emerging profit. Moreover, the tendency to cooperate increases yearly, as in 2011 it was confirmed by 45% of people, as compared to 59% in 2014."

"Most consumers are not happy with the situation due to their dependence on algorithms and the use of their personal data by online stores. 71% declare they feel uncomfortable about the amount of information collected by stores from them."

"A notable 52% state that the shopping process has become a depersonalized experience and that shop algorithms are dictating their shopping choices. However, the situation is positive for retailers and not for shoppers: 66% of those involved in the survey declare that they are looking for inspiration while shopping."

"71% of people would like to use interactive panels to try clothes without a necessity to change it. But they still want a personal contact with the personnel."

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