We will not ask you to tell us if you have ever ordered a sex toy online. Instead, we are asking you to think about how you would prefer to receive your order, if you ever want to place one.
Let’s not hide, the taboo around the topic still exists, and “discretion” is the watchword to keep in mind if you are an eCommerce business that sells products such as sex toys, precisely.
eCommerce, in itself, already offers a more discreet solution for the purchase of this type of product, just as in the case of legal cannabis that we have already had a chance to talk about. In fact, the online market for sex toys is growing. Therefore, in this in-depth study we find out how much this market segment is worth and, most importantly, how to ensure anonymous but also sustainable deliveries.
The online sex toys market
Worldwide, the sale of sex toys online has reached a turnover of $33.6 billion and sales have grown by 26 percent. In 2020 alone, approximately 70 million sex toys were sold. Leading the way is China, which now accounts for 80 percent of total sales. As for Italy, purchase intentions are on the rise: between 2019 and 2020 there was a +143% increase with a prevalence in the 24-39 age group (30% of the total). This is followed by the more “mature” groups, i.e., users aged 35-44 and users belonging to the 45-54 age group. Less interest, on the other hand, is shown by the very young (under 24) and more adult (over 55) audiences. But who buys more among men and women? In the last 4 years the purchase of sex toys by men has increased by 96%, while as far as women are concerned there is even talk of a 148% increase.
Also in Italy, between 2020 and 2021 alone, there has been a 32% increase in searches for products of this type, with a 110% boom during the first lockdown phase, according to data reported by Idealo.
Which products are the most searched and sold online?
At the top of the list, with a growth of 227.1%, are so-called “erotic items,” followed by sex toys for men (+63.8%), dildos (+61.8%), intimate lubricants (+39.7%) and, finally, vibrators (+11.1%). We should also mention that, globally, this last category has seen an increase in purchases of 282% in recent years.
The role of social commerce
Social commerce, as we have already chronicled, will play an increasingly crucial role within the world of online sales. And it is no exception when it comes to the sex toys segment either. In fact, more and more brands are betting on a social strategy to make themselves known even to the youngest and break taboos related to the world of sexual pleasure. It is enough to take a trip on Instagram to come across influencers sponsoring designer sex toys and brand pages that, with ironic strokes and the right lightness (but also with an eye to the issue of protection), promote their products that, needless to say, can be purchased conveniently with a click directly from your smartphone.
The advantages of buying online
1. Cost
Another of the questions to ask is definitely how much sexual pleasure costs. In general, the world of eCommerce offers advantages in this regard, again relevant. On average, sex toys cost 15 percent less online, although each country has different costs. France, for example, is generally the country where sex pleasure toys cost the most (on average over 36 euros). In Germany and Italy, on the other hand, prices are lower: 19 and 21 euros on average, respectively.
2. Shipping
Another major advantage, as mentioned, relates to the anonymity of ordering and shipping. Buying online allows you not to expose yourself in person by entering the store. In addition, more and more brands are arranging for product packaging to be as discreet and anonymous as possible. However, there is a solution that can overcome these issues even more easily. We are talking about Lockers, i.e., automated lockers that are active 24/7 and allow you to pick up when and where you want your order online, in total anonymity. In fact, there is no interaction with the courier or a merchant and allows, among other things, to pick up the order at any time of the day (the more discreet could then opt for less usual and crowded times).
So back to our initial question: if you were to order sex toys online, how would you prefer them to be delivered to you? And if you sell sex toys online, what accommodations would you want to offer your customers or potential customers? Anonymous (and let’s not forget sustainable, too!) delivery and possible return are definitely things to consider.
In this case, GEL Proximity can help you. In fact, we are the first aggregator of Pickup Points with over 45 thousand Pickup Points and Lockers already active throughout the country. Contact us now and we can give you all the information you need!
