While online sales have exploded in the wake of the health crisis, e-commerce continues to appeal to the French. According to a survey conducted by Klarna, a banking services provider, more than 27% of them prefer to do their shopping on the Internet.
Klarna tracked the shopping habits of more than 14,000 people (including 1,019 French people) during the third quarter of 2022.
The under 25s (generation Z) are the most attracted to online shopping. According to the study, 57% of Generation Z shoppers store in stores and 45% shop online.
On the contrary, among the older generation, the majority of shopping is done in physical stores (71% versus 45%).
The Zs and Millenials (under 35) explain that they prefer the Internet and social networks for the “fluid” aspect. According to them, making contact is easier than in-store.
More and more of them are also shopping on TikTok (33%) and Instagram (47%).
Customer experience: the key to success
While e-commerce is in good shape, that doesn’t necessarily mean stores have fallen out of favor. “The majority of French people say they have a better overall customer experience in stores (61%) compared to 39% online. This result is shared by baby boomers (72%), Generation X (59%), Generation Z (54%) and Millenials (57%),” comments Klarna.
Those who prefer to go to a physical store explain that they are looking for:
• Advice
• Social interaction
• Good deals
Internet aficionados, on the other hand, appreciate …
