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Additionally, more than half have also shopped at Walmart鈥攁 slightly lower rate than for all digital shoppers. Amazon has plans to make Fresh its preeminent grocery brand. For this to succeed, Amazon will need to convince more of its Prime customers to start using Amazon Fresh online. It will also need to expand its brick-and-mortar footprint to enable omnichannel offerings like click and collect.

Digital buyers in India will increase by 7.1% this year to 345.2 million. However, less than a third of the country鈥檚 people ages 14 and older will be buying online in 2023, compared with nearly three-quarters of that age cohort in China.

Beyond the chart: In 2025, Gen Z will surpass Gen X in its number of US digital buyers, according to our estimates. Millennials will continue to account for the largest portion of digital buyers through the end of our forecast period in 2026. Gen Zers鈥� spending power is increasing, and their shopping habits are unique.

In 2023, 8 in 10 Gen Zers will be active digital buyers, and they鈥檙e already proving to be more brand loyal than their older peers. That puts long-term revenues at stake for brands that have yet to secure Gen Z鈥檚 attention. Below are three charts showcasing how this generation becomes loyal to a brand. The Gen Z Shopper Can Be Your Strongest Relationship Yet.

Ecommerce growth accelerated during the 2023 holiday season as US consumers shifted more of their shopping to mobile devices.

As digital buyers spend more time and money online, retailers have created advertising networks to engage them. Ad formats are primarily search and display on websites and mobile apps. Canada no longer lags comparable markets in digital buying. The gap has now closed, as 11.7% of total retail is transacted online, putting Canada at No. 10 in our global rankings.

That means 44.0% of digital buyers in France and 38.0% of digital buyers in Germany will buy groceries online in 2023; that proportion will continue growing through 2027. It鈥檚 a different story in the UK. Although food inflation is also driving up grocery ecommerce sales in the UK, the number of people buying groceries online will fall 2.9% to 29.5 million in 2023 as older shoppers return to stores.

Growth has slowed, but bright spots remain in key categories.

Initially slow to catch on, Quebecois consumers are now digital buyers. Three-quarters of the population were digital buyers in 2022. That鈥檚 up from fewer than two-thirds before 2020, according to ATN. The big jump (a 15-point boost year over year) occurred in 2021, suggesting buyers in the province took a little longer to discover online purchasing during the pandemic.

Digital shoppers are also doing research to find the best prices (20%), shopping less or delaying purchases (18%), and buying more private label products (17%). Will it work? Since groceries are essential, sales of Giant Food鈥檚 private label products are likely to grow. Consumers are seeking private label brands across many categories.

Key Question: How can brands and retailers drive consumer packaged goods (CPG) and grocery product discovery for Gen Z and millennial digital buyers? KEY STAT: Gen Z digital grocery buyers represent the first generation that is more likely to discover products through online search than on store shelves. Executive Summary. Grocery and CPG brands should look to younger generations to win customers. 

Forty-five million baby boomers are digital buyers (only about half a million buyers behind Gen Z). User-friendly platforms like Amazon have made adoption easy even for nondigital natives. Adults ages 55 to 64 spend more time than other generations on Facebook.

Retailers, streamers embrace shoppable TV ads to shorten the path to purchase: WBD, Amazon, Kroger, and The CW Network are relying on the format to drive product discovery and sales.

For your consideration: A large majority (81%) of US digital shoppers review return policies before making a purchase with a merchant for the first time, per an August 2023 Happy Returns report commissioned by PayPal.

As Latin America鈥檚 digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time鈥攁nd money鈥攊f they wish to maintain a competitive edge in today鈥檚 rapidly evolving business environment.

The big takeaway: While it is too early to draw any firm conclusions, it is worth keeping a close watch on millennials鈥� discretionary spending patterns given that they account for the largest group of US digital buyers.

Millennials make up the largest portion of digital buyers in the US and will continue to do so through 2026, according to the US Census Bureau. Gen Z will surpass Gen X in the number of US digital buyers by the end of 2025, according to our estimates. More Gen Zers are over 18 years old than under and are making their own purchases.

Nearly a third of all US digital buyers will make overseas purchases online in 2024. We expect that 71.8 million US consumers ages 14 and older will be cross-border buyers next year, up nearly 25% since 2019. Pandemic-related product shortages and supply chain challenges led more US consumers to buy from overseas sellers.

As internet user growth slows in India鈥檚 largest cities, new internet users and digital buyers will come from smaller localities. Amazon reported that 80% of new buyers at its latest Great Indian Festival shopping event came from smaller cities and towns. Indonesia Is a Livestream Commerce Hotspot.

Additionally, more than half have also shopped at Walmart鈥攁 slightly lower rate than for all digital shoppers.