There is something to be said about how millennials are radically changing e-commerce. Millennials have become an element of the population that confuses brands, makes them have to think harder about how to reach consumers, and encourages them to change everything they are doing.
The Millennial Generation attaches great importance to the Internet because they cannot imagine a world without the network. True digital natives that are members of the Z Generation, born in a world that already had the Internet, but millennials are the first who have become the cornerstone of its existence. And that existence marked by the network, means that e-commerce would not be left aside. Millennials buy online, although their requirements are somewhat different from those of other age groups.
Millennials are great drivers of e-commerce
Millennials seek instant gratification. They want their rewards (purchases) to arrive at the exact moment they are meant to arrive. Studies show that in the case of shopping online supermarkets are expect to be delivered on the same day and, in general, they would be willing to pay to receive their ecommerce purchases for the same day (46% of these consumers would).
These situations and this interest manifested of millennials in the field of electronic commerce explain some of the major trends in ecommerce. This has led to companies to launch click & collect strategies, and research deliveries are becoming more comfortable and cheaper (and faster).
There are also a few initiatives that are trying to create physical collection points in cities for online shopping. Amazon opened in Spain a network of collection points and the UK just a company, Doddle, using the train to position ecommerce shopping pickups.
Brands are trying to create predictive purchases (fill the cart before even the consumer buys) or simplify the buying process because millennials expect purchases to be really a matter of a click.
The importance of mobile
In addition to marking development, millennials are great drivers of e-commerce. According to data collected by eMarketer, 43% of millennials devote an hour or more a day to look online stores, and also the members of this generation are quite eclectic at the time of purchase.
At the end of the day, millennials like to buy things (58% say they like shopping in general, compared to 40% of the rest of the adult population that not always buy) and like to do it on the Internet. According to a Nielsen survey, 53% of millennials ensures that they frequently buy something on the internet, which makes them the strongest age group in online shopping.
All this interest is carried, of course, to all the devices they use in their daily lives. According to Mintel, millennials make purchasing decisions based mobile brand presence. In fact, 87% of the members of this generation always bring their smartphone to the physical store.
Millennials are great drivers of e-commerce, and adapting to the needs of m-commerce is therefore a key element when you want to convince these buyers as to give a solution at the exact moment when they are seeking.