Millennial consumers are a key audience in today’s e-commerce landscape. Born between 1980 and 1994, this generation — often associated with digital transformation, job mobility, and connected living — has become a driving force in consumption that not only buys, but also researches, compares, gives opinions, and influences. The Statista Consumer Insights 2025 report reveals in detail the profile of the millennial consumer, from their shopping preferences to their relationship with emerging technologies like artificial intelligence and augmented reality.

Below, we break down the most relevant findings from this global report, which includes data from more than 30 countries and thousands of interviews with millennial consumers conducted during 2023 and 2024.

What do millennial consumers buy online?

One of the main findings of the study is that clothing is the most purchased item by millennials across all countries analyzed. For instance, 64% of millennials in India and 61% in the UK reported having bought apparel online during 2024. This category is followed by footwear, accessories, and personal care products.

In countries like Brazil and China, other categories are also gaining traction. In Brazil, 32% of millennials purchased electronic products online, while in China that figure was 31%. As for food and beverages, 38% of Chinese millennials also bought these products through digital platforms.

The enthusiasm for online shopping extends even to categories like furniture, pet supplies, and appliances, reflecting a mature millennial consumer in terms of trust in digital channels and comfort with online transactions.

What factors influence millennial consumer purchase decisions?

Millennials value convenience and transparency above other factors. According to the dossier, 19% of millennials stated that the option to pay with cash on delivery increases their likelihood of making a purchase, while 16% responded that a direct “buy” button on social media also positively influences them.

Other relevant factors include the ability to purchase without registering (“guest checkout”), access to exclusive services, and the availability of live chat support during the purchasing process.

Moreover, the use of reviews and ratings is a key element: more than 50% of millennials in countries like the United States, the United Kingdom, and Germany say they read other consumers’ opinions before making a decision.

READ ALSO: 2025 Consumer and Marketing Trends: Key Insights from Statista

Technology and millennial consumers

Technology is a central axis in the millennial consumer profile. The Statista report shows a high receptiveness to generative artificial intelligence (GenAI) and other emerging technologies such as augmented reality (AR) and voice-assisted tools.

For example, 67% of millennials want GenAI tools to aggregate their searches across social media, commerce sites, and search engines to offer more efficient shopping options. Additionally, 65% of respondents were enthusiastic about receiving personalized fashion and home décor recommendations based on their tastes.

When it comes to augmented and virtual reality (AR/VR), consumers in India (34%) and China (31%) were the most enthusiastic about integrating these technologies into their shopping experience.

What role does artificial intelligence play in purchase decisions?

Although artificial intelligence is perceived as a key tool, its adoption remains uneven. In Europe, only 5% of millennials use AI consistently in their shopping processes, although 35% believe that generative AI recommendations are even better than those from in-store sales assistants.

Globally, 57% of millennials have already purchased products suggested by GenAI, a figure slightly higher than the 55% of Generation Z, showing a progressive adoption of these tools by a generation positioned between digital maturity and openness to new technological solutions.

What payment methods do millennial consumers prefer?

Debit cards dominate this generation’s preferences, with a 41% global usage rate, followed by credit cards (34%) and digital wallets (15%). Other emerging methods, such as the “buy now, pay later” (BNPL) model, have a 6% adoption rate, while cryptocurrency use remains marginal (1%).

This consumption pattern reflects a preference for traditional but digitized methods, in contrast to younger generations like Gen Z, who already show greater affinity for more innovative alternatives.

Where do millennials shop online?

In terms of platforms, millennial consumer traffic is highly concentrated on giants like Amazon, which in February 2025 saw 27.91% of its visitors come from the 25–34 age group. Platforms such as eBay, Walmart, and Temu also reported a strong presence from this audience.

In the furniture and home décor segment, sites like IKEA, Zara Home, and Ashley Furniture are equally popular among millennials, with more than 24% of their traffic attributed to this age group.

Social media in the millennial consumer profile

Social networks not only inform, they also sell. In 2024, 45% of millennials made purchases directly through social media, especially on platforms like Instagram, TikTok, and Facebook. Instagram was the most influential among European millennials, with 30% reporting it impacted their purchasing decisions.

In markets like the United States, 66% of millennials stated they had purchased products recommended by content creators or influencers, underscoring the influence of influencer marketing on this generation.

Additionally, 38% use social platforms for customer service inquiries, and a similar proportion uses them to compare products and read reviews. This confirms that social media has become an integral channel that goes beyond advertising: it serves as a space for discovery, consultation, purchase, and post-sale service.

What is the impact of millennial consumers on global e-commerce?

In countries like Australia, millennials were responsible for the highest online shopping expenditure in 2024, with nearly 25 billion Australian dollars, surpassing all other generations.

In Mexico, 31% of digital buyers are between 25 and 34 years old, making them the most active age group in that market.

Projections for e-commerce growth confirm this trend: from accounting for 17.3% of total global retail sales in 2024, it is expected that online commerce will reach 21.4% by 2029. A fundamental part of this growth will be driven by the digital behaviors and purchasing decisions of millennial consumers.

Why is it important to understand the millennial consumer profile?

Understanding millennial consumers is essential for any digital marketing, retail, or product development strategy. This generation not only buys frequently, but also researches, compares, demands transparency, and cares about the experience just as much as the product itself.

Their behavior sets the course for emerging technologies, payment methods, and omnichannel integration. Moreover, their influence on both older and younger generations makes them the most solid reference point to understand the present and future of e-commerce.

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