Drapers teams up with Amazon Pay to examine how shopping habits are evolving throughout key European countries

Understanding consumer behaviour has never been more challenging. The growth of multichannel shopping has provided retailers with new ways to drive sales of fashion and footwear, but with this has come new complexities. Primarily, how can retailers pinpoint exactly who their customers are when shopping habits vary between channels, and across Europe?
We have partnered with Amazon Pay to carry out a pan-European study of 4,000 consumers to gauge exactly how they shop, what they expect from their shopping experience right now – and how this will evolve. We have focused on four key markets: the UK, Germany, France and Italy.
In the first two chapters, we examine how much consumers of differing nationalities spend on fashion, and how and where they like to make their purchases. In chapter three, we explore the innovative new payment systems sweeping across Europe in a bid to prevent basket abandonment – shown by our survey to be a significant and ongoing issue across all markets.
Finally, we hear from fashion retailers about how they think shopping trends will evolve across Europe and how this will inform their business strategies going forwards.
The revelations in this report hold many important implications for retailers as they continue making strides across Europe and beyond.


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