Survey: Millennial e-commerce habits include...
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.
Like their Gen Z counterparts, when shopping online, millennials are often using social platforms. Facebook leads in social media-driven purchases, including through Facebook Marketplace, at 32%. TikTok has grown, with 22% of millennials now influenced to shop by the platform, compared to 12% in 2022.
Women are more influenced by TikTok, while men lean toward Instagram for purchases. More than four-in-10 (43%) millennials have bought something on TikTok Shop, with younger millennials (ages 29-33) leading the way at nearly half (49%) reporting doing so.
CouponFollow says that brand loyalty for millennials is driven by product quality, price and reputation. Sustainability also plays a role, with one-in-four considering ethical practices, and 40% looking for environmentally-conscious businesses when shopping. Younger millennials (43%) and men (45% compared to 37% of women) are especially likely to prioritize eco-friendly brands.
Additional insights from the survey include the following:
- More than half (54%) of millennials plan to use AI to help with online shopping in the next 12 months.
- Almost all (94%) millennials still shop on Amazon, but price (-2% since 2022) and reviews (-15%) matter less than before. Amazon recommendations (+4%) and top search result (+4%) are bigger factors.
- Buy now, pay later services are also becoming more common. In 2025, 55% of millennials are using them, up from 40% in 2022. Young millennials (29-33) are the most likely to use it (61%), and those earning between $50,000 and $100,000 are the biggest users (70%).
CouponFollow surveyed 1,185 U.S. millennials about their shopping habits for the survey in February 2025. Participants ranged in age from 29 to 44, with 60% identifying as female and 40% as male.
The full report can be found here.
