what buying behavior for 2022?

Shopify conducted a survey of 24,000 consumers and 9,000 VSEs/SMBs in 12 countries, including France, between September and October 2022. The goal: to better understand shopping behavior as Black Friday approaches. On the French side, consumers are increasingly turning to more conscious, eco-friendly and connected commerce. Deciphering French shopping trends with Emilie Benoit-Vernay, Head of Southern Europe Expansion.

Emilie Benoit-Vernay, Head of Southern Europe Expansion

With more than 15 years of international experience, Emilie has solid expertise in marketing and sales. She has been working at Shopify since 2018. Committed to inclusion and diversity, she is also a member of the Diversidays Charity Council. In 2020, she was also nominated for the Woman Influencer of the Year award after establishing small business digitization support schemes with Shopify. Emilie holds a Masters in Management from SKEMA Business School.

In this context of inflation, will the French spend as much as last year for Black Friday?

This year, what we see in Shopify is a certain duality, mainly generational: in a context of inflation, 37% of the French say they are careful with their wallet, but 74% of Generation Z say they want to buy as much as the year. If we look at all age groups combined, more than half of French people (57%) intend to spend as much as last year for this Black Friday. For those planning to shop during Black Friday, 14% will spend up to 76 euros, 24% between 77 and 151 euros and 21% between 152 and 379 euros.

What types of products will be the French’s favorites for Black Friday? Because ?

If French consumers want to indulge, the study nevertheless highlights an important point: the attention given to the environmental impact of their purchases. In fact, three-quarters (75%) of French consumers say they want to buy better quality products on Black Friday that last over time.

Among these purchases, the products that will be preferred by consumers in France are fashion (34% of purchase intentions), electronics such as televisions and computers (28%), followed by food (26%) and beauty (20%). This highlight also allows the French to save and prepare for the holidays: 37% of French consumers intend to spend on gifts for their loved ones.

In addition to Christmas, consumers also plan to take advantage of Black Friday for individual pleasures, even in uncertain times. Indeed, 68% of French shoppers seek to spend on small purchases that bring them satisfaction during this period, a figure that reaches more than 70% for all age groups between 18 and 44 years old.

What are the notable differences between the buying behavior of the French and those of Americans or other European countries?

65% of French people say they shop sustainably and plan to continue their efforts or be more sustainable in 2023. France is ranked first in terms of respect for the environment through this international study, followed by Italy ( 64%), Germany (60%) and Spain (60%). At the bottom of the ranking, we find the United States (52%), the United Kingdom (52%) and New Zealand (51%) with 13 points less.

Shopify is proud to support French merchants with strong environmental commitments, like Hopaal, which designs and designs clothing made from recycled materials, Angarde, which allows its customers to return their used pairs of shoes free of charge to turn them into recycled rubber or Désirée Fleurs , which undertakes to sell seasonal flowers from local producers to its customers.

How does Gen Z stack up in terms of online shopping behavior?

Young people are the most enthusiastic about online shopping, but also about social commerce. 44% of French Gen Z consumers (18-24 years old) and 37% of Millennials (25-34 years old) are ready to buy via YouTube and 34% of Gen Z consumers are ready to buy on TikTok. YouTube is the most popular social network for shopping across all age groups (28%).

Are the French ready to do their shopping on social media? Which platforms are they most likely to buy from?

French consumers need to be encouraged to shop on social media. While merchants are excited about the opportunity that social commerce presents for young people, French consumers are much more skeptical about it compared to consumers in other countries. For example, only 23% of them would be willing to buy on Instagram, compared to 30% of consumers worldwide.

YouTube is the most popular social network for shopping, all age groups combined, with 28% of French consumers willing to buy through this intermediary.

At Shopify, we promote consumer connected commerce (C2C). Today’s consumers crave deeper connections, and brands that adapt to meet that need have a future. By partnering with the main social commerce players, such as YouTube, Pinterest or TikTok, we help to bring merchants and content creators closer to their audiences, creating real and lasting links.

In your opinion, what are the emerging trends in terms of social shopping?

A third of companies surveyed (32%) say they are investing in social media to prepare for the future and ensure their resilience, and nearly half (48%) say it’s more important than ever to reach consumers organically, word of mouth. word of mouth or social media. Of all the countries surveyed, French companies are the most convinced of this point of view.

The results of this study highlight the tremendous opportunity that social commerce represents for the future. When we know that this market could represent 1.2 billion dollars in 2025, it is important for retailers to take ownership and rethink their commercial relationship, to connect with consumers wherever they are, placing authenticity and trust at the center of every interaction.

What advice would you give e-merchants for the upcoming Black Friday?

In 2022, Black Friday shouldn’t just rhyme with “deals galore”. We have merchants like Wopilo who use Black Friday thoughtfully, in tune with the changing mentality of the French. My advice to retailers would therefore be simple: make Black Friday your ally and not your enemy, offering offers that meet the French’s new expectations of sustainability and connecting with your consumers where they are, varying formats. to your brand’s DNA.

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