8 June 2016

How millennials are radically changing e-commerce


Millennials have become a population element that confuses brands, makes them have to think a lot about how to reach consumers and encourages them to change what they are doing. By change, the millennials have even make the supermarkets are renewed to meet their demands. They buy following recipes, do not make a shopping list and have forgotten how to do the weekly shopping, while giving importance to organic and gourmet it goes far beyond that granted the members of previous generations. And if the millennials have changed the supermarket, what will they do with the rest of markets and especially those in which they fit specifically?

Millennials attaches great importance to internet because they do not conceive of a world without the network. True, the true digital natives are members of Generation Z, those born in a world that already had internet, but the millennials are the first who have become the cornerstone of its existence. And in this existence marked by the network, electronic commerce would not be left aside. The millennials shop online, although their demands are somewhat different from those of other age groups.

How millennials are radically changing e-commerceWhat they ask members of Generation Y to make the most suited to their interest’s ecommerce? Input, everything has to be faster, easier and with far less inconvenience. “The idea that someone can sit and wait all day for a package of Asos is ridiculous,” says a MarketingMagazine Victoria Buchanan, researcher trends in Future Laboratory.

In fact, millennials seek instant gratification. They want their rewards (purchases) arrive at the exact moment they do it. Studies show that in the case of shopping online supermarkets expect them to be delivered on the day and, in general, would be willing to pay to receive their purchases of ecommerce on the same day (46% of these consumers would).

Are these situations and this manifest interest of millennials so fast and comfortable in the field of electronic commerce which explains some of the major trends in e-commerce? Interest reach millennials is explaining that companies have launched strategies click & collect (buy online store, you pick up a physical store brand, as do such Zara or Mango) and research deliveries are becoming more comfortable and cheaper (and faster).

There are few initiatives that are trying to create physical collection points in cities for shopping online. Amazon opened in Spain a network of collection points and in the UK just a company, Doddle, using train stations to position collection points appear ecommerce shopping.

But not only what are they already doing ecommerce companies is explained by what millennials may wish, it is with future trends. Brands are trying to create predictive purchases (fill the cart before the consumer even buy) or simplify the purchasing process, as the millennials expect purchases are really a matter of a click.

The importance of mobile

In addition to marking the development, millennials are great drivers of e -commerce. According to data collecting eMarketer, 43% of millennials decide an hour or more a day to look at online stores and also members of this generation are pretty eclectic when buying. Internet acquire a little of everything.

At the end of the day, the millennials like to buy things (58% ensures that likes to go shopping in general, compared with 40% of the rest of the adult population, but not always buy) and like to do it on internet. According to a Nielsen study, 53% of millennials ensures that you will buy something on the internet, which makes them the age group most intense in online purchase.

All this interest is carried, of course, to all the devices they use in their day. And if something love millennials are their mobile devices. According to Mitel, Millennials make purchasing decisions based on the mobile presenceof brands, leading even to physical stores them. In fact, 87% of the members of this generation always carry your smartphone.

Meet the needs of m-commerce is therefore a key element when you want to convince these buyers because they cannot provide a solution at the exact moment that are looking for could make a buying opportunity was lost. And considering that the millennials value especially the brands strive to give good experiences, no signs of ecommerce should leave this point in the air.