The Buying Journey: The Challenges of E-Commerce Confronted by 15-25 Years – Determine

The complexity of the offer on the Internet, many contact points, how to cope when you are a consumer? As Jam’s study explains (media 100% messenger that addresses 600,000 members and he founded it Marjolaine Grondin and Loïc Delmaire) and digital marketing agency Intuiti (40 employees in Nantes, Paris and Lyon who support customers in digital sales), The store is now a favorite place to shop for pleasure and scouting (47%), to the point that it represents a real point of attachment for almost one in two young people and is haunted by e-commerce sites (18%) and Instagram (13%). ). E-commerce sites, however, are praised for the variety of their products, recurring promotions, and the lack of movement that is specific to them. However, they would be a little more reflective in terms of purchase intention (less compulsive) … A trend that could be explained by the emergence of a desire for sustainable or responsible consumption (with sites such as e.g. Vinted and Backmarket).


According to the methodology, the younger generations would be conservative. They consult the brand’s website before each purchase, before consulting its social networks (Instagram and Facebook). A trend that is increasingly valid for the age group of 15-18. It also reveals that young people do not buy compulsively and that the easy way to buy (intent to buy) is not really widespread. Indeed, 58% of young people choose to procrastinate, sometimes waiting for the arrival of promotion. This form of conservatism is also expressed in their preferred channels of relationships, since 3/4 of young people aged 15-25 want to receive information first via e-mail (38%) and then via SMS (26%).


If this segment of the population continues to trade, e-commerce still has a number of advantages. Availability, ease, richness of supply, so many criteria that led the giants of the sector to draw attention to them. Amazon cites 34% of young people as “a website they prefer to shop for”, with 38% of young men on the one hand, compared to 30% of women. Asos, on the other hand, attracts more women, with 21% compared to 15% of men. At the same time, the survey emphasizes that it is important for this generation to have an online experience, just like in a store. It focuses on the usual use in the shopping process from 15 to 25 years: they are looking for reviews on the Internet. 68% check online reviews often or always.


Finally, when asked what characterizes a good application or a good e-commerce site, there is the content of the opinion, monitoring of transparency, diversity of offers and promotions. ” He is it is striking to note that the need for trust in a brand or product is very strong today among 15-25 years – they will be satisfied with consultative opinions. Something to remind us that Trip Advisors, Glassdoor and others Yuka (and let’s not forget Google!) Were the first digital influencers to win this target … Maybe even before Instagrammer! “, Also deciphers Jean-Michel Onillon, Head of Social Networks and Digital Content at Intuiti.



Moreover, they are mostly attracted to them multi-brand marketplaces. The reason? From low and very affordable prices with sometimes optimized delivery. A key criterion aimed at reducing consumer travel.


Faced with new challenges of e-commerce, stores are resisting, especially in the development of new ways of shopping. Visiting the shops is first and foremost an opportunity to have an experience. 30% say they go there on trips with friends, and 33% say they want to test products there. An advantage for these companies because they generate turnover both among the residents of Paris and the Paris region (41%) and among those living in the province (31%).


Also, the study compares the behavior of the population that is close or less close to stores. Questionnaire results: 32% of Parisians cite the absence of travel as an advantage of the website, compared to 20% of respondents living in cities with less than 100,000 inhabitants. In contrast, 27% of people living in these smaller agglomerations are sensitive to a wide range of location choices, compared to only 18% of Parisians.

(© Cull & Nguyen, unplash)

And if physical stores disappeared, they would create frustration: the inability to try products … “Studying the ways of shopping for 15-25 years shows that today, in order to engage your target, the dimension of the community is central. Prominent brands take into account the individual’s environment: their experiences with family or friends, their ability to give recognition to a much wider circle, made up of influential or complete foreigners, ”said Monelle Barthelemy, vice president of operations and marketing at Jam.



As for the exhibition space (locating items in the store and ordering online), the practice is in vogue among young people aged 15-25. However, this must be put into perspective. For example, 43% of them have already used it, but only 12% regularly buy this type of purchase. And for 57% who say they have never used this technique, buying online is “just an option in case the product is not available in the store.”


So, the store is now undergoing a real transformation and brands must adapt to the expectations of conservative consumers, related to the physical relationship with the product and “physical” travel of the customer, as well as new means of consumption, then more focused on digital and screens. They need to implement new digital sales strategies, through new channels and learn to communicate in a simpler and broader way in order to achieve (through speech) more goals.

Adapting and exploring new uses would therefore be key to success in continuing to attract consumers. These are as much in search of different typologies of commercial platforms as there are outlets. It is still necessary for the platforms to be operational and well-composed (UX, ease of payment, accurate information, etc.).

(© Brooke Lark, Unsplash)

“This study once again emphasizes the importance of thinking about buying travel globally, in the context of their use, and that the experience of users, young or old, is not limited to points of contact. digital. For many products, transactions can be done online, but the experience does not end at the time of purchase. If there is no physical (for delivery, installation, customer support …) then the experience with the brand is considered disappointing “, explains Anne-Sophie Hervé, UX designer at Intuiti..

(© Azamat Kinzhitaev, unplash)

To go even further, Nabil Thalmann, director of Intuiti’s UserLab, suggests researching the trail. It is no longer a question of how to optimize the online shopping experience, as the criteria for improvement seem to be both clear and common. But we’d rather focus on what will expand this online shopping experience: a physical store, as a place more for an experience than a transaction, or a bedroom, which has been partially converted into a tidying room. ”

methodology: Two questionnaires were asked, alternately closed questions (multiple-choice question, only one answer possible) and open-ended questions (free text). The answers to the questions in the questionnaire, anonymous, were analyzed and classified on a sample of 1000 French respondents, qualified from 15 to 25 years, according to the INSEE quota method.

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