69% of French consumers want a more consistent experience between their online and offline purchases

In its recent “State of Commerce” report, Shopify reveals that 69% of French consumers want a more consistent experience between their online and offline purchases. This demand reflects a significant change in consumer expectations, driven by the uncertain economic context where only 18% of French people say they are optimistic about their personal and economic situation.

Thus, consumer expectations of retailers are high. Technological innovation plays a crucial role: almost half of consumers expect brands to improve their shopping experience through technology. Despite this, Only 33% of French companies plan to invest in artificial intelligence this year, while Europe as a whole stands at 53%. However, while consumers recognise the benefits of AI in improving their purchasing journey (62% believe it will make at least one aspect easier), the study highlights that they also value authenticity and human interaction. Indeed, 55% of consumers say they want to buy products from a human being. For brands, the challenge is therefore to find the perfect balance between digitalisation and personalisation.

Beyond technologies, 85% of French people say they would be more loyal if brands offered better product quality or services, or attractive promotions. In fact, 47% of consumers have already changed brands to get better value for money.

Omnichannel: brands not yet up to par

A major expectation from consumers is that they demand more flexibility in their choice of sales channels, with 69% of them affirming the importance of a seamless experience between online and in-store purchases (67% at European level). This rate even reaches 86% among consumers who have increased their spending over the last 12 months. (74% in Europe). This demonstrates the business opportunity for brands: the more sales channels the customer has, the more sales increase in value for the retailer. However, only 27% of French retailers are actively working on the omnichannel nature of their customer journey.