Wish: shopping frequency of young French people 2019

With the rise in popularity of the Wish.com platform since its creation in 2010, the e-commerce player has catalogued products ranging from fashion items to everyday utilities. In trend with Internet technologies, the French generation Z, aged 15 to 25 were asked about their shopping habits on the Wish website. The majority of the respondents (51 percent) mentioned never having shopped on it. About 30 percent had bought several articles on the platfrom. Less than five percent did buy something and were not keen on shopping on the platform again.

Millenials and their shopping ways

With a vast choice of products for cheaper prices, platforms such as Wish.com as well as SHEIN have seen an increased adoption rate in western societies. But what are other drivers of online shopping, especially for young people?
The main reason for them was that they had more choice and some mentioned the presence of online promotions as well as not having to travel to the point of sale. But, the physical shopping exprience prevails for many, even though e-commerce websites and applications were the second favoured source of dopamine.

French sense of fashion remains important

With the COVID-19 induced lockdown at the beginning of 2020, French people increasingly stripped off their fashion items, as there was nobody or nowhere worth dressing up for. Especially women who deemed bras (amongst other items) as non-essential during these difficult times. The fashion retail segment saw a steep fall for physical sales. The traffic, conversion and shopping rates for online fashion retailers initially fell. As the population became more comfortable with the situation, the fashion segment seemed to recover: even though second-hand actors have gone through turmoil they had made a swift recovery while generalist retailers had lost almost half of their market share.