Amazon tops the list among British Millennial shoppers in search of value, easy navigation and customers reviews.
When making an online purchase, 59% of Millennials ‘always’ or ‘often’ start their online shopping journeys on Amazon. Further, one in five 16-36-year-olds always head consider Amazon their go-to brand when shopping online, according to “What Millennials Want: Online Retail in the Amazon Era,” a study from digital consultancy Inviqa and Magento Commerce, an Adobe company.
Not only is price is the top consideration for Millennials when it comes to online retail, this demographic has the perception that Amazon’s products are often cheaper. Price is also the primary reason why Millennials would shop with any e-commerce website again. A massive 87% of price-savvy Millennials are very likely (41%) or likely (46%) to look at several different websites or apps to see where they can get the best price for a product.
Millennials also have a list of reasons why they won’t shop at just any brand. The said that their best online shopping encounters are when they know what they want and can find it quickly and easily. Yet, many companies still fail at the basics, from site performance to product information. The most common problem Millennials encounter when shopping online is a “lack of product information and/or reviews,” followed by the site being ‘too slow or containing errors,” according to the data.
In addition, reviews are integral to their e-commerce journey. A massive 93% of Millennials are very likely (56%) or likely (37%) to read product reviews before making an online purchase. Offline research is dead, with just 1% of Millennials saying they research offline before making online purchases. Mobile is king for research, and desktop / laptop is king for purchases, the study reported.
Amazon may be winning over U.K.’s Millennials, but they are still fickle. Almost one in 10 Millennials said the reason they would choose not to shop with Amazon is because they don’t always know what they’re looking for, and it’s hard to find inspiration on Amazon. The online giant is often the default shopping destination for Millennials who have a strong intent to buy.
“While Amazon is winning over Millennials in terms of speed and convenience, research shows that they also value and expect authentic, highly personalized brand experiences delivered on their terms,” said Brian Green, head of EMEA sales at Magento Commerce. “This is perhaps the greatest opportunity for retailers today. To succeed, brands must think beyond just ‘getting the basics right’ and invest in technology to facilitate deeper consumer engagement across all channels and touchpoints.”