19,293 consumers participated to the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, and Greece. A minimum of 1,000 survey respondents represented each country.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
The release date is the date of last access.
Citation formats
Most wanted e-commerce innovations in the U.S. 2023, by generation
According to a 2023 survey, almost ** percent of Millennials consumers and more than ** percent of Gen X and Baby Boomers in the United States wished e-commerce would personalize product recommendations. Of the four generations that were surveyed, Baby Boomers had the lowest share of respondents for all innovations.
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Klarna. (October 30, 2023). Share of shoppers wishing for selected e-commerce innovations in the United States in the 2nd quarter 2023, by generation [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1420574/most-wanted-e-commerce-innovations-by-generation-united-states/
Klarna. "Share of shoppers wishing for selected e-commerce innovations in the United States in the 2nd quarter 2023, by generation." Chart. October 30, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1420574/most-wanted-e-commerce-innovations-by-generation-united-states/
Klarna. (2023). Share of shoppers wishing for selected e-commerce innovations in the United States in the 2nd quarter 2023, by generation. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1420574/most-wanted-e-commerce-innovations-by-generation-united-states/
Klarna. "Share of Shoppers Wishing for Selected E-commerce Innovations in The United States in The 2nd Quarter 2023, by Generation." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Oct 2023, /statistics/1420574/most-wanted-e-commerce-innovations-by-generation-united-states/
Klarna, Share of shoppers wishing for selected e-commerce innovations in the United States in the 2nd quarter 2023, by generation ÌÇÐÄÆƽâ°æ, /statistics/1420574/most-wanted-e-commerce-innovations-by-generation-united-states/ (last visited July 26, 2026)
Share of shoppers wishing for selected e-commerce innovations in the United States in the 2nd quarter 2023, by generation [Graph], Klarna, October 30, 2023. [Online]. Available: /statistics/1420574/most-wanted-e-commerce-innovations-by-generation-united-states/
