E-commerce not frictionless for Gen Z | WARC | The Feed

Shopping online has become more difficult in some countries even among the usually tech-savvy Gen Z audience, according to research by Ipsos MORI.

Why it matters

The battle for online shoppers is intense, but some brands may be missing out because their online customer experience is not easy to follow. Delivering a seamless e-commerce experience is a fundamental way to build loyalty and repeat purchases so should be a clear priority.

Takeaways