Millennials plan to stick with online shopping even as stores rebound, new survey finds

Millennials person large plans for the twelvemonth ahead, astatine slightest erstwhile it comes to their online buying habits. 

Over 27% of millennials program to walk "significantly more" online and little in-store this year, according to a survey from ESW, a planetary direct-to-consumer person that helps retailers grow DTC channels.

It's a noteworthy update for analysts searching for a victor successful the pandemic-era tug of warfare betwixt brick-and-mortar stores and online shopping. While aboriginal pandemic saw an unprecedented online buying boom, in-person buying has been acceptable for a resurgence, arsenic anxious shoppers instrumentality to recently reopened brick-and-mortar stores. 

But millennials, defined arsenic those presently betwixt the ages of 25 and 40, look acceptable to instrumentality with e-commerce: 73% of millennial survey participants said they program to walk "the aforesaid oregon more" online this year. 

In all, lone 15% of millennials said they planned to walk little online successful 2023.

Notably, millennials diverge from different generational cohorts successful immoderate cardinal spending categories, per the survey, which polled 16,000 radical crossed 16 countries. 

When it comes to wellness and quality products, astir 50% much millennials planned to summation their online spending compared to the younger Gen Z, a procreation that's pointedly shaping the quality industry. 

Millennials besides program to acquisition much luxury goods online this twelvemonth than Gen Z, Gen X and babe boomers, according to the survey. 

The enthusiasm for online spending is peculiarly notable successful operation with the comparative younker of millennials, a radical that inactive isn't "in their premier earning years," said Patrick Bousquet-Chavanne, CEO for ESW North Americas, successful a statement. 

"They are spending much online than in-store crossed respective categories, and these results bespeak that brands indispensable proceed to evolve, improve, and optimize their ecommerce to pull and clasp this progressively almighty demographic," Bousquet-Chavanne said.