Not every processing of personal information requires consent. To display you a webpage I need to process your IP address, this doesn't require any consent as

Not every processing of personal information requires consent. To display you a webpage I need to process your IP address, this doesn't require any consent as it is necessary to operate the webpage at all. Similarly a cookie that tracks the contents of a shopping bag does not immediately require consent. If you ask a customer for a physical address during the checkout you don't need consent either. You need consent if you want to process this data for anything but the immediately necessary purposes, ie analyzing unanonymized IPs or the contents of shopping bags or using shopping bag cookies to track visitors.