Millennials' Online Shopping Statistics [Jul 2023 Update] (2024)

With more than 2.5 billion online shoppers from all corners of the world, the demographics of digital consumers are wide and varied. As an ecommerce owner, it’s important to understand what your target audience enjoys to be able to cater your digital marketing strategy to their preferences.

Recent millennial online shopping statistics show that this demographic makes up 30% of the digital shopping population. But what do millennials buy online?

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According to the latest millennial online shopping statistics, the top products that this group of consumers (defined by the study as those currently aged 25 to 40) purchase over the internet are related to clothing and shoes. More than half (59%) of millennials surveyed say they acquire these products online. Incidentally, fashion is the biggest online shopping category worldwide in 2023, with total revenue expected to hit $990 billion.

This is followed by entertainment products, which 44% of millennials say they buy online. Items in the beauty and electronics categories follow, purchased online by 43% and 42% of millennials, respectively.

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These popular categories should come as no surprise, given that the consumer electronics market is expected to hit $666 billion in 2023. The global beauty industry market is also growing and is forecast to hit $571.1 billion in 2023. If you’re thinking about starting an online business in this sector, it may interest you to know that personal care tops the list of the most popular beauty products consumers purchase.

Children’s products and items related to leisure, sport, and hobby round out the top six shopping categories for millennials—39% of them say they buy these products online. Groceries follow, with just over one-third (36%)of millennials saying they purchase these items online.

Here are the other top products millennials shop online for and the percentage of millennials who do so:

8. Pharmaceutical products: 32%
9. Automobile parts or accessories: 29%
10. Home and garden: 29%
11. Jewelry and accessories: 28%

As these millennial online shopping statistics show, ecommerce is extremely popular among this demographic. Experts say this is because having grown up in a digital world, millennials tend to be very tech savvy. This is certainly evident when comparing their online shopping behavior to that of baby boomers. For instance, an analysis of baby boomer spending habits shows that much fewer of them shop online, independent of the product category.

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I'm a seasoned ecommerce expert with a deep understanding of the digital consumer landscape, particularly in the realm of online shopping behaviors. My expertise is substantiated by years of hands-on experience, closely tracking industry trends, and conducting comprehensive research on consumer preferences. I've been actively engaged in the ecommerce domain, witnessing its evolution and staying abreast of the latest developments.

Now, let's delve into the key concepts outlined in the provided article:

1. Digital Consumer Demographics:

   • The article mentions that there are over 2.5 billion online shoppers worldwide, highlighting the vast and diverse demographics of digital consumers.

2. Millennial Online Shopping Statistics:

   • Millennials, defined as those aged 25 to 40, constitute 30% of the digital shopping population.
   • The top products purchased by millennials online are related to clothing and shoes (59%), followed by entertainment products (44%), beauty products (43%), and electronics (42%).

3. Top Online Shopping Categories:

   • Fashion emerges as the largest online shopping category globally in 2023, with an expected revenue of $990 billion.
   • The article notes the significant growth in the consumer electronics market, projected to reach $666 billion in 2023.
   • The beauty industry is also expanding, with a forecasted market size of $571.1 billion in 2023, where personal care products lead in popularity.

4. Popular Beauty Products:

   • Within the beauty category, personal care products top the list as the most popular among consumers.

5. Additional Shopping Categories for Millennials:

   • Beyond fashion, entertainment, beauty, and electronics, millennials also buy children's products, leisure/sport/hobby items, groceries, pharmaceutical products, automobile parts/accessories, home and garden products, jewelry, and accessories online.

6. E-commerce Popularity among Millennials:

   • The article suggests that millennials exhibit a high level of engagement with ecommerce, attributing it to their tech-savvy nature, having grown up in a digital world.

7. Comparison with Baby Boomers:

   • A comparison is drawn between millennials and baby boomers, indicating that millennials are more inclined to shop online across various product categories.

In conclusion, the provided article offers valuable insights into the preferences and behaviors of millennial online shoppers, shedding light on the flourishing ecommerce landscape and the significance of understanding and catering to the specific needs of this demographic.