Most wanted e-commerce innovations in Belgium 2023, by generation
According to a 2023 survey, frictionless payment was the most wanted e-commerce innovation for consumers of all generations in Belgium. Additionally, more than 30 percent of consumers from each generation wished e-commerce sites could enhance personalized product recommendations, with Millennials leading the way at 38 percent. Gen Z, Millennials, and Gen X were all equally interested in virtual and augmented reality, a technological innovation 24 percent of each would like to try out.