E-commerce not frictionless for Gen Z

An overview of the share of Gen Z consumers who find shopping online more difficult than shopping in-store across seven countries (Brazil, China, France, Germany, Italy, the UK, and the United States).

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 incr

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