This Friday,
nearly eight out of ten French people plan to take advantage of Black Friday . And yet, behind this widespread enthusiasm, the shopping experience continues to stumble over obstacles that slow people down, frustrate them… and drive them away.
Indeed, a
study conducted by AccessiWay and the Opinéa Institute reveals the extent of these difficulties, and shows how much digital accessibility now influences the commercial performance of e-commerce sites…
While Black Friday promises record crowds, the reality on the ground remains less smooth: only
27% of French people say they have never encountered a problem when making an online purchase.
Others point first to security as the primary obstacle, with faulty payment methods and concerns about data protection dominating by a large margin at 23%.
Added to this are technical difficulties which aggravate the feeling of distrust, such as excessively long loading times at 13%, inactive tabs at 11%, or complications when creating an account at 8%.
A third aspect, long underestimated, is gaining increasing importance: that of digital accessibility . Between intrusive pop-ups , difficult-to-read texts , sites unsuitable for smartphones or tablets, unintuitive navigation , or low contrasts , a panorama is emerging in which part of the public finds itself disoriented.
The consequences of these difficulties are direct, so much so that 68% of French people have already given up on an online purchase because of an obstacle in their journey.
The most cited reasons remain related to security, such as payment methods at 17%, and data protection at 16%, but the third cause is revealing: pop-ups , which account for 10% of abandonments.
According to Jerry Journo , Managing Director of AccessiWay France, approximately one-third of abandoned purchases stem from a lack of digital accessibility. This statistic demonstrates that the issue extends beyond purely technical considerations , impacting both revenue and brand image.
A single window can divert thousands of users and push them towards the competition, particularly during periods of intense shopping like Black Friday…
Contrary to popular belief, those under 35 show the lowest resilience to difficulties encountered on e-commerce sites, and only 15% have never abandoned an online purchase.
A notable paradox, given that they are the most active category in online shopping, with 17% of them shopping several times a week, and 87% planning to participate in Black Friday this Friday…