According to a 2023 survey, frictionless payment was the most wanted e-commerce innovation for Swedish consumers of all generational cohorts. Additionally, 36 percent of surveyed Gen Z consumers wished e-commerce sites could provide more personalized service, an innovation which only appealed to 22 percent of Baby Boomers. Millennials and Gen Z were the biggest fans of virtual and augmented reality, a technological innovation that approximately 25 percent of both generational cohorts would like to try out.
Share of shoppers wishing for selected e-commerce innovations in Sweden in the 2nd quarter 2023, by generation
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.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
Klarna. (July 10, 2023). Share of shoppers wishing for selected e-commerce innovations in Sweden in the 2nd quarter 2023, by generation [Graph]. In Statista. Retrieved January 06, 2025, from https://www.statista.com/statistics/1307201/most-wanted-e-commerce-innovations-by-generation-sweden/
Klarna. "Share of shoppers wishing for selected e-commerce innovations in Sweden in the 2nd quarter 2023, by generation." Chart. July 10, 2023. Statista. Accessed January 06, 2025. https://www.statista.com/statistics/1307201/most-wanted-e-commerce-innovations-by-generation-sweden/
Klarna. (2023). Share of shoppers wishing for selected e-commerce innovations in Sweden in the 2nd quarter 2023, by generation. Statista. Statista Inc.. Accessed: January 06, 2025. https://www.statista.com/statistics/1307201/most-wanted-e-commerce-innovations-by-generation-sweden/
Klarna. "Share of Shoppers Wishing for Selected E-commerce Innovations in Sweden in The 2nd Quarter 2023, by Generation." Statista, Statista Inc., 10 Jul 2023, https://www.statista.com/statistics/1307201/most-wanted-e-commerce-innovations-by-generation-sweden/
Klarna, Share of shoppers wishing for selected e-commerce innovations in Sweden in the 2nd quarter 2023, by generation Statista, https://www.statista.com/statistics/1307201/most-wanted-e-commerce-innovations-by-generation-sweden/ (last visited January 06, 2025)
Share of shoppers wishing for selected e-commerce innovations in Sweden in the 2nd quarter 2023, by generation [Graph], Klarna, July 10, 2023. [Online]. Available: https://www.statista.com/statistics/1307201/most-wanted-e-commerce-innovations-by-generation-sweden/
