Shopping online has become more difficult in some countries even among the usually tech-savvy Gen Z audience, according to research by Ipsos MORI.
The share of Gen Z consumers who said they find shopping online more difficult than shopping in-store increased between 2019 and 2020 in France (to 43%), Germany (40%) and the UK (36%). The rate remained relatively flat in Brazil and the United States, though was still recorded at around one-third.
Given the growing importance of e-commerce and its significant competition, making the online purchase journey as easy as possibleis fundamental to...