Exploratory Insights into Cross-Cultural Online Shopping Differences between U.S. and French Millennials and Generation Zs

Online retail sales have shown double-digit growth in the U.S. for the last decade, lead by millennials and, more recently, generation Z. While extensive research has been done exploring U.S. online shopping behaviors of these generations, little cross-cultural work has been done. This paper explores the differences between the U.S. and French millennial and generation Z online shoppers. The research focused on four questions; was there a difference in the number of times per week that individuals shopped online, the percentage of shopping funds spent online versus in-store, the types of products purchased online, and the percentage of low priced products (below $25 or €23) involved. Results showed significant differences between online shopping and purchasing behaviors between French and U.S. online shoppers.