F. Watty
Research Expert E-commerce
Millennials online shopping behavior - statistics & facts
Millennials have been part of the massive evolution that online shopping represents. The generation born between 1981 and 1996 has been there not as mere spectators but contributing to shape the online market as we know it today. Being considered the first digitally native generation, millennials have experienced the e-commerce development from the first moment. Either by looking for sustainable options, purchasing on social media, or rating a product, millennials show a profound and diverse understanding of the e-commerce market.
Having a bad reputation among millennials could cost online retailers a significant number of sales. The pioneer online shopping generation has a pinpoint balance between knowledge of the market and adaptability, allowing millennials to make the best out of their shopping experience in a market ready to keep implementing new technologies.
Millennial e-shoppers and technology
Millennial shoppers have included technology in their online purchase process through the years, and are expecting to incorporate more in the near future. In 2023, almost 30 percent of millennials used voice assistants to shop online, almost doubling the share of the previous generation, Generation X. In addition, 57 percent of millennial consumers purchased products recommended by generative AI tools in the same year. This share was the highest among all generations, surpassing Gen Z shoppers by two percentage points. When it comes to the future, the endless possibilities that new technologies promise to deliver seem attractive to many millennial online shoppers. Millennials from India and China were the most excited about using augmented and virtual reality while shopping, with more than 30 percent of respondents sharing this attitude in 2024.What influences Millennials’ online purchases?
Millennials, also known as Generation Y, are all about information when shopping online. When planning a major purchase, most millennials from several countries do some online research, looking for the best option to cover their needs. Finland led this ranking, with almost three-quarters of the population doing this in 2024. In Europe, complete and transparent product descriptions were the leading factor in choosing a favorite online store for millennials and Generation Z. Another channel millennials often turn to in order to make informed decisions is customer reviews. In Germany, more than 50 percent of millennials found online customer reviews helpful when shopping online, with 46 percent of Americans sharing that perspective.Having a bad reputation among millennials could cost online retailers a significant number of sales. The pioneer online shopping generation has a pinpoint balance between knowledge of the market and adaptability, allowing millennials to make the best out of their shopping experience in a market ready to keep implementing new technologies.
