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.

Population aged 30 to 39 years: ****b

Share of Millennials optimistic about their financial future: **%

Share of Millennials paying with debit cards for the majority of their payments: **%

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Current statistics on this topic

Revenue of the e-commerce industry worldwide from 2017 to 2029, by selected country (in billion U.S. dollars)

Key Figures of E-Commerce

Revenue of the e-commerce industry worldwide 2017-2029, by country

Leading e-commerce companies worldwide as of November 2025, by market cap (in billion U.S. dollars)

Key Figures of E-Commerce

Leading large cap e-commerce companies worldwide 2025, by market cap

Share of Millennials doing specific activities while online shopping in selected countries worldwide in 2024

Digital Shopping Behaviour

Millennials' online shopping behavior in selected countries worldwide 2024

Overview

E-commerce revenue worldwide 2017-2030, by segment
E-commerce revenue worldwide 2017-2030, by segment
Retail e-commerce revenue worldwide from 2017 to 2030, by segment (in billion U.S. dollars)
E-commerce as share of total retail sales worldwide 2017-2030
E-commerce as share of total retail sales worldwide 2017-2030
Revenue share of the e-commerce market worldwide from 2017 to 2030, by sales channel
Factors that increase Millennials likelihood of buying a product 2023
Factors that increase Millennials likelihood of buying a product 2023
Share of Millennials who mention selected factors would increase their likelihood of buying a product worldwide in 2023
Share of visitors to selected online stores worldwide 2025, by age group
Share of visitors to selected online stores worldwide 2025, by age group
Share of visitors to selected online stores worldwide in August 2025, by age group

Purchase behavior

Millennials' online shopping behavior in selected countries worldwide 2024
Millennials' online shopping behavior in selected countries worldwide 2024
Share of Millennials doing specific activities while online shopping in selected countries worldwide in 2024
Millennials doing online research before a major purchase in selected countries 2025
Millennials doing online research before a major purchase in selected countries 2025
Share of Millennials conducting research on the internet when planning a major purchase in selected countries as of December 2025
Millennials finding online customer reviews helpful in selected countries 2024
Millennials finding online customer reviews helpful in selected countries 2024
Share of Millennials finding online customer reviews very helpful in selected countries worldwide as of December 2024
Millennial use of selected payment methods when buying online worldwide in 2024
Millennial use of selected payment methods when buying online worldwide in 2024
Share of Millennials using selected online payment methods during their e-commerce activities worldwide in 2024
Factors that influence Gen Z & Millennials choosing an online store in Europe 2024
Factors that influence Gen Z & Millennials choosing an online store in Europe 2024
Share of Generation Z and Millennials influenced by selected factors when choosing their favorite online shop in Europe in 2024
Online spending Australia 2024, by generation
Online spending Australia 2024, by generation
Total online spending on goods in Australia in 2024, by generation (in billion Australian dollars)
Share of digital buyers in Mexico 2024, by age
Share of digital buyers in Mexico 2024, by age
Distribution of online shopping users in Mexico in 2024, by age group

Retail technologies

Top ways in which AI will improve online shopping according to youth worldwide 2023
Top ways in which AI will improve online shopping according to youth worldwide 2023
Leading ways in which artificial intelligence (AI) will improve online shopping according to Gen Zers and millennials from selected countries worldwide as of 2023
Interest in AI during the shopping process worldwide 2024, by generation
Interest in AI during the shopping process worldwide 2024, by generation
Share of consumers interested in artificial intelligence (AI) during the shopping process worldwide in 2024, by generation
Shoppers buying products recommended by generative-AI 2023, by generation
Shoppers buying products recommended by generative-AI 2023, by generation
Share of shoppers already buying products recommended by generative-AI tools in 2023, by generation
Millennials' GenAI usage preference in the customer journey worldwide 2024, by stage
Millennials' GenAI usage preference in the customer journey worldwide 2024, by stage
Share of Millennial consumers preferring the use of generative artificial intelligence (GenAI) in the purchase process worldwide in 2024, by stage
Millennials excited about using AR and VR while shopping in selected countries 2024
Millennials excited about using AR and VR while shopping in selected countries 2024
Share of Millennials excited about using Augmented and Virtual Reality while shopping in selected countries as of December 2024
Voice-activated shopping engagement by generation 2023
Voice-activated shopping engagement by generation 2023
Share of consumers engaging with voice-activated shopping in 2023, by generational cohort
Millennials' use of AI in the purchasing process in Europe 2024, by frequency
Millennials' use of AI in the purchasing process in Europe 2024, by frequency
Share of Millennials using artificial intelligence (AI) during the purchase process in Europe in 2024, by frequency

Social commerce

Share of social commerce buyers worldwide 2024, by country
Share of social commerce buyers worldwide 2024, by country
Percentage of online consumers buying from social networks in selected countries worldwide in 2024
Social media shoppers 2024, by generation
Social media shoppers 2024, by generation
Share of consumers buying products on social media in 2024, by generation
Use of social media in the customer journey worldwide 2024, by generation
Use of social media in the customer journey worldwide 2024, by generation
Share of consumers using social media for different purposes in the purchase process worldwide in 2024, by generation
Online and offline purchases from influencers in the U.S. 2024, by generation
Online and offline purchases from influencers in the U.S. 2024, by generation
Share of consumers making online and offline purchases from content creators in the United States in 2024, by generation
Most influential social media sites in Millennials' buying decisions in Europe 2024
Most influential social media sites in Millennials' buying decisions in Europe 2024
Share of Millennials' purchasing decisions being influenced by social media in Europe in 2024, by platform
Distribution of social e-commerce users in China 2024 by age group
Distribution of social e-commerce users in China 2024 by age group
Distribution of social commerce users in China in 2024, by age group

Population aged 30 to 39 years: ****b

Share of Millennials optimistic about their financial future: **%

Share of Millennials paying with debit cards for the majority of their payments: **%

Key figures

The most important key figures provide you with a compact summary of the topic of "Millennials online shopping behavior" and take you straight to the corresponding statistics.

Social commerce as percentage of total e-commerce
*****%
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Detailed statistics
Social commerce as share of total e-commerce worldwide 2018-2029
Share of Millennials buying directly on social media
**%
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Detailed statistics
Social media shoppers 2024, by generation
Social commerce revenue in the United States
*****bn
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Detailed statistics
Social commerce revenue in the U.S. 2018-2029

Share of retailers using AI, computer vision, and machine vision on a large scale
**%
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Detailed statistics
Share of retailers using AI, MV, and CV 2023
Share of Millennials interested in AI during shopping
****%
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Detailed statistics
Interest in AI during the shopping process worldwide 2024, by generation
Share of Millennials buying products recommended by generative-AI
**%
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Detailed statistics
Shoppers buying products recommended by generative-AI 2023, by generation

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Millennials online shopping behavior - statistics & facts

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