France's Digital Fashion Buyers Can't Be Rushed - eMarketer
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France's Digital Fashion Buyers Can't Be Rushed

They take around twice as long as those in Germany to make most purchases

February 14, 2017 | Retail & Ecommerce

The French are legendary for their chic fashion sense. But do buyers in that country take more care choosing clothes and accessories, even in the digital age?

Average Time Spent Making a Purchase Decision Among Digital Buyers in France and Germany, by Product, 2016 (hrs:mins)

The answer is a resounding yes, judging by data from ecommerce firm, a portal offering access to more than 4,000 online stores. It analyzed 18 months’ worth of digital transactions in France and 11 other countries in Europe, from May 2015 through November 2016.

The research covered over 100 million items from 160 product categories, including furniture, fashion, homeware and toys. But the behavior of fashion buyers in France stood out—because they took so long to make up their minds to purchase. For example, consumers in France looking online for sandals, sneakers, jeans, jackets and dresses spent more than 10 times as long on retail sites as consumers in Germany before committing to a product.

Intriguingly, buyers in Germany were more careful than their counterparts in France when purchasing some furniture items, such as chairs and couches, but not tables. Germany’s digital buyers also devoted more time to choosing a bike, a brand of perfume or a pair of sunglasses.

Overall, those in France spent an average of 660 minutes shopping for a select range of mainstream fashion and other items before making a digital purchase; in Germany, the average for the same products was just 296 minutes.

Karin von Abrams

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