Report: Millennials Now Make 60 Percent of Their Purchases Online

The rise of ecommerce has changed how people shop in general; giving consumers more options for getting their hands on the products they want and need. But even within the realm of online shopping, customer behavior is shifting over time. More people are switching from brick-and-mortar buying to making purchases through the internet and an increasing number of online shoppers are using mobile devices to do so.

Understanding behavioral trends—how people shop and why—allows retailers to capitalize on these patterns through more responsive service and targeted marketing.

Millennials Are Embracing Ecommerce More Than Ever 

It makes sense when you think about it. After all, younger shoppers are more likely to embrace online shopping than older ones. Millennials, especially younger ones, are now making the majority of their purchases online. This makes them an important demographic to consider, regardless of the nature of your inventory.

As Digital Commerce 360 reports, a recent survey of more than 1,000 millennials shows members of this generation are making 60 percent of their purchases online. Two years prior, a similar survey found millennials were making fewer than half of their purchases that way (47 percent). In other words, we’ve seen a serious uptick. This is promising news for retailers looking to successfully target people within this age range.

Furthermore, the survey found millennials are making about 36 percent of their purchases via mobile devices. This too is a significant leap from 2017, demonstrating how important it is for brands to optimize mobile experiences more than ever before.

Why Millennials Choosing to Buy Online?

OK, so millennials are making an increasing percentage of their purchases online, oftentimes using a mobile device — but why? Simply put, millennials appreciate convenience and speed and are seeking it out through ecommerce experiences.

Here’s how this choice looks in action: A millennial consumer who’s a fan of mystery novels wants a thrilling new read. But they’re busy with work and social commitments during brick-and-mortar store hours. They can’t necessarily make it to a bookstore until the weekend at the earliest. Instead of having to wait, they can download an ebook mystery in minutes—all they have to do is browse the available selection and tap whichever title catches their eye.

Now think about it from the retailer’s point of view. 

Wondering how to sell ebooks on your own website? Market the sheer convenience and selection available; target millennials with the simplicity of having a brand-new volume in their hands with but a few clicks or taps. Ensure your desktop and mobile sites are capable of facilitating a smooth customer journey from start to finish. You’ll earn more sales from millennial readers if you know what’s important to them as customers.

The data supports this example, revealing 60 percent of ebook readers are under 45 years old. This means millennials are making up a large chunk of the total population of people who download ebooks. Younger shoppers want more convenient, speedy and customized experiences. This is true whether they’re purchasing a new novel to read, buying furniture, stocking up on cosmetics, ordering an electronic device or picking out clothes.

One of the last barriers standing between millennial shoppers and making a higher percentage of purchases online is the ability to see a product before they buy. But savvy brands nowadays can do everything short of actually letting shoppers hold the product. This includes posting quality descriptions, images and videos to help buyers gain the confidence they need to click “Add to Cart.”

Millennials now make 60 percent of their purchases online, including a growing number via mobile devices. Armed with this information, merchants can optimize their marketing and selling efforts to drive sales amongst buyers within this generation.