Each year, the Future Shopper report from the VML agency analyzes in depth the evolution of consumer purchasing habits around the world. This year, the focus on France shows that after years of intense innovation in online purchasing journeys, 2024 marks a rebalancing with a return of spending to 2022 levels and resilience. Successful brands combine mastery of omnichannel and creative initiatives to stand out in a tense and ultra-competitive economic context.
A new generation of more demanding consumers, committed to thoughtful consumption and an enriched omnichannel experience. This could be the main lesson from this 8th edition of the Future Shopper report. Among the other conclusions, five stand out:
1: The return of the physical store
The report reveals that the physical store has once again become the leading source of inspiration for French consumers, dethroning Amazon. 32% of buyers turn there to discover new products (vs. 29% in 2023), a strong trend which demonstrates the need for real contact with items, even in a digital context. The preference for Hybrid purchasing journeys demonstrate the strong comeback of the local experience and the central role of the store in the e-commerce strategy of brands.
2: Consumers seeking value and responsibility
The health crisis, the war in Europe and inflation have led French consumers to give meaning to their purchases. 45% now prioritize essential experiences and 53% are focusing more on their health. In an environment where authenticity is key, Corporate Social Responsibility (CSR) criteria are gaining importance: 72% of consumers want to know where products are made and 70% where they come from.
3: Omnichannel and fluidity
Online shoppers are looking for a frictionless experience, perfectly balancing digital and physical. 54% of 25-34 year olds prefer to buy from brands offering both a physical store and an online store. For brands, it’s about providing a consistent and seamless journey from inspiration to purchase, strengthening the emotional connection across every touchpoint. Commercial gaming also continues its rise with over-penetration among young people and men, 42% of gamers spend money on gaming (+6% vs. 2023).
4: Amazon still powerful, but no longer the sole leader
And Amazon remains a benchmark for its fast delivery and value for money, the French trust it less than in the past (24% vs. 32% in 2023). The platform is losing ground to specialist distributors and e-retailers who are advancing as credible alternatives. Brands today have the opportunity to build distinctive e-commerce experiences to compete with marketplaces.
5: Experience at the heart of expectations
French consumers want their online shopping to be more entertaining (49%) and immersive. “Shop-tainment” is booming, particularly among young people, with a strong interest in multisensory and engaging purchasing experiences.
Also note a new trend regarding artificial intelligence. Indeed, AI is becoming part of the habits of the Frenchslower than overall, but 38% of respondents still say they have used ChatGPT, while 26% say they have used intelligent assistants to make online purchases.
“The “Future Shopper France 2024” report highlights the opportunity for brands to rethink their e-commerce strategy based on the values of transparency, societal commitment and customer experience. Brands that can offer a complete omnichannel experience, while committing to concrete CSR actions, will be able to capture the preferences of tomorrow’s French consumers.“, declares Vincent Druguet CEO of VML.
To download the report: Future Shopper – Rapport 2024
Methodology
Carried out on a panel of more than 31,500 consumers in 20 countries, including 2,000 in France, it is based on the responses of people who made at least one online purchase in the month preceding the panel. For the Future Shopper France 2024 edition, VML chose to present the answers given only by the French panel in order to gain valuable insight into the specific behaviors of fellow citizens, and to concretely inform market players on the dynamics of local purchases.
Source: www.e-marketing.fr
