With in-person shopping largely limited, many millennials went straight to their favorite international brands’ websites to make purchases in the first half of 2021, according to a new survey – clothes and shoes being among the most common categories of purchases.
According to the eShopWorld survey Global Voices: Pre-Peak Pulse 2021 by eShopWorld among around 15,000 consumers in 14 countries, 52% of 25 to 34-year-olds made e-commerce purchases directly from consumers in the past six months.
“Locked stores and restricted access to physical stores led consumers to buy items online that they would normally have validated and purchased in-store,” ESW said in a statement.
According to the survey, 63% of millennials in South Africa and India bought their favorite international brands online, followed by 56% in the United Arab Emirates, 53% in China and 52% in the United States, said ESW, a branded e-commerce company and retailers.
“Brands that understand the evolution of traditional retail understand the importance of connecting their direct international e-commerce business to their existing omnichannel structure,” said Patrick Bousquet-Chavanne, President and CEO of ESW for America. âThe stores of the future will be experiential meccas, where brands support and reinforce the brand personalities and experiences they build on social media. But the transaction engine for future growth has undoubtedly accelerated into digital channels, and it seems unlikely that the trend will ever reverse. “
ESW also surveyed Gen X and baby boomers and found that as the age group grew, even more people were buying international brands online. Among those aged 25 to 44, 58% of people bought international brands online, the report said. Of all buyers worldwide who are not restricted by age, 46% of people said they bought items outside of their home country.
Based on all purchases by category, 25% of the items purchased were clothing and shoes, 19% of the purchases were shoes, and 18% were luxury items.
“Around 56% of global shoppers admitted spending more online as a coping mechanism, either by indulging in ‘pick-me-ups’ to reward themselves for getting through the bans or to ease the emotional stress of the pandemic,” said ESW.
The company recommended that because of this high spending, retailers must try to better understand the international markets – across all shopping channels. “Only then can they truly unlock the possibility of cross-border trade by both retaining existing customers and attracting new ones,” said Martim Avillez Oliveira, chief commercial officer for EMEA and APAC at ESW.