Most wanted e-commerce innovations in Sweden 2023, by generation
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.