Free shipping is the most important factor to millennials when online shopping.
Millennials are shifting towards in-store shopping, but many still value the online experience.
A new survey of 1,185 U.S. millennials from online coupon platform CouponFollow found that 43% of millennials do most of their shopping in-store, up from 21% in 2022. From 2022 to 2025, online browsing and purchasing dropped by 14%. Browsing online and in-store but purchasing online also declined by 4%. Over the same time, browsing and purchasing in-store increased by 11%, showing a stronger return to physical retail.
Despite the increasing willingness to shop at brick-and-mortar locations, shopping on a phone or computer remains millennials’ top choice, accounting for 57% of purchases. Mobile shopping is more popular among women (41%) than men (36%).
[READ MORE: Here’s what influences online purchases]
Free shipping is the most important factor to millennials when online shopping, with just over half (51%) valuing it most (+8% since 2022). Free shipping is also one of millennials’ most preferred types of discount (22%).
Millennials prefer redeeming coupons online, especially on their mobile devices (59%). Nearly a third (30%) say they spend three to five minutes searching for coupons and another 30% searching even longer before making a purchase.
https://chainstoreage.com/survey-millennial-e-commerce-habits-include