How Millennials
Shop Online

An international study

Discover our insights

0 millennials

(aged 16-34) around the world researched

(Including UK, USA, Australia, France, Germany, Denmark, Finland, Iceland, Norway, Sweden and China)

of millennials don't care which country they shop from.

The competitive protection of geographic barriers is falling, but service expectations are rising.

31% expect same delivery times irrespective of country of origin.


Particularly if you want to sell in:

China

Australia

make purchases based on social recommendations, but cross-border trade means greater diversity of social tribes to influence.


GLOBAL SOCIAL INFLUENCE:

CHINA:


only buy certain items that come recommended or reviewed.


Particularly in the UK, Germany and Australia.

THE DEATH OF TV ADVERTISING


In France, Germany, the Nordics and China, millennials are influenced more by online videos than by TV ads.

Other regions are closely following their lead.

THE TWO TENSIONS BETWEEN MILLENNIALS AND RETAILERS:


1. TOO SLOW

Retailers aren't flexible enough to evole with trends, leaving consumers frustrated. They want great prices, product availability, speed of delivery and good payment options, irrespective of location.

2. NO CONNECTION

Millennials want a relationship with brands, retailers must engage consumners in conversation to build loyalty locally as well as globally.