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Published
Apr 26, 2022
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UK shoppers expect more tech solutions from retailers - Klarna report

Published
Apr 26, 2022

If you think your retail tech credentials are up to scratch, you may have to think again. New data from finance and payments firm Klarna reveals that UK shoppers want to integrate new technologies into their shopping experience, both online and in-store, with flexible payments and comparison services on top of their wishlist.


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Klarna’s Quarterly Shopping Pulse shows 80% UK consumers believe that retailers need to continuously invest in new technologies to meet evolving consumer demands, which is more than in any of the 11 countries the survey covers. 

Half believe that frictionless payments, both in store (48%) and online (46%), should be a retailer’s top priority, as Britons are looking to save time from filling out lengthy checkout forms and standing in queues. 

Next on the wishlist for innovations are technologies that provide better personalised services, such as digital recognition, and product recommendations. The younger generations are also keen on virtual and augmented reality technology such as virtual stores and dressing rooms, with 40% of Millennials thinking online retailers need to invest in these technologies. 

Other key findings from the report show 57% of UK shoppers would prefer to do all of their shopping online if they had to choose. The UK is the only country where consumers would choose online shopping, as in all other countries the majority would choose physical stores. 

The great majority of UK shoppers think that they'll get a lower price (76%), they’ll find a wider assortment of products (74%) and they’ll save more time (78%) when shopping online. 

Shoppers look for inspiration and product information mainly on search engines like Google (42%) and prefer to start their shopping journey in online stores (41%) than in physical stores (32%). 

Some 32% bought an item after seeing it on social media during Q1. Among those that bought something, 50% did it directly from the social media platform. 

Tiktok (41%) and Instagram (53%) are the most popular social media platforms to shop from for Gen Z’ers, while Instagram (52%) and Facebook (49%) are the most popular among Millennials. Facebook is also the most popular for the Gen X’ers (61%) and Baby Boomers (78%) that bought something after seeing it on social media. 

Viveka Söderbäck, Consumer Trend Expert at Klarna, said: “UK shoppers are tech savvy and their online shopping preference currently ranks ahead of all the other countries in our report. 

“Britons crave digitalisation and expect retailers to invest in new technology that gives them a better shopping experience, especially when it comes to faster checkouts and frictionless payments”.

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