According to a 2023 survey, frictionless payment was the most wanted e-commerce innovation for consumers of all generations in Belgium. Additionally, more than 30 percent of consumers from each generation wished e-commerce sites could enhance personalized product recommendations, with Millennials leading the way at 38 percent. Gen Z, Millennials, and Gen X were all equally interested in virtual and augmented reality, a technological innovation 24 percent of each would like to try out.
Share of shoppers wishing for selected e-commerce innovations in Belgium in the 2nd quarter 2023, by generation
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Share of shoppers wishing for selected e-commerce innovations in Belgium in the 2nd quarter 2023, by generation
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19,293 consumers participated to the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, and Greece. A minimum of 1,000 survey respondents represented each country.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
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Klarna. (July 10, 2023). Share of shoppers wishing for selected e-commerce innovations in Belgium in the 2nd quarter 2023, by generation [Graph]. In Statista. Retrieved May 08, 2025, from https://www.statista.com/statistics/1307183/most-wanted-e-commerce-innovations-by-generation-belgium/
Klarna. "Share of shoppers wishing for selected e-commerce innovations in Belgium in the 2nd quarter 2023, by generation." Chart. July 10, 2023. Statista. Accessed May 08, 2025. https://www.statista.com/statistics/1307183/most-wanted-e-commerce-innovations-by-generation-belgium/
Klarna. (2023). Share of shoppers wishing for selected e-commerce innovations in Belgium in the 2nd quarter 2023, by generation. Statista. Statista Inc.. Accessed: May 08, 2025. https://www.statista.com/statistics/1307183/most-wanted-e-commerce-innovations-by-generation-belgium/
Klarna. "Share of Shoppers Wishing for Selected E-commerce Innovations in Belgium in The 2nd Quarter 2023, by Generation." Statista, Statista Inc., 10 Jul 2023, https://www.statista.com/statistics/1307183/most-wanted-e-commerce-innovations-by-generation-belgium/
Klarna, Share of shoppers wishing for selected e-commerce innovations in Belgium in the 2nd quarter 2023, by generation Statista, https://www.statista.com/statistics/1307183/most-wanted-e-commerce-innovations-by-generation-belgium/ (last visited May 08, 2025)
Share of shoppers wishing for selected e-commerce innovations in Belgium in the 2nd quarter 2023, by generation [Graph], Klarna, July 10, 2023. [Online]. Available: https://www.statista.com/statistics/1307183/most-wanted-e-commerce-innovations-by-generation-belgium/
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