While the major steps of the journey and the overall emotions experienced at each step were similar across all countries, we observed a few strong differences in each country.
A shopping culture marked by the invention of the discount category (e.g. Lidl) leading to a strong desire to find the best deal. As for in-store shopping, and thanks to the return service, young Germans are looking for independence and autonomy when shopping online. Also, a particular frustration is related to missed deliveries and the effort required to chase down these packages (a promise of convenience too easily compromised).
A substantial cultural and economic shift in very recent times leading to more pragmatic and cautious online shopping strategies. Positive experiences with the locker system as a way of managing the time of delivery. Strong reassurance provided by the option of paying on delivery. A strong reluctance to making returns due to hassle and cost.
A severe economic situation impacting young people’s spending power and habits. More young people living longer at home, with a desire to be independent (privacy of purchases) but with the advantage of more people at home (to receive deliveries). Especially looking for simplification of the browsing process, with better filters and options.
A culture of high-street shopping that coincides with the high prevalence of online shopping in daily life and the importance of the social link. An early adoption of mobile devices with better mobile experiences of shopping applications. A high rate of returns, even as a strategy of purchase.
Young people lack motivation to manage administrative tasks related to online shopping. Therefore they are willing to give up the multiple services offered by merchant sites. They are looking for a fluid customer experience, from login to the delivery, simplified by all e-commerce stakeholders.