Gen Z and Millennial Shoppers Are Less Likely to Return Unwanted Online Purchases

Millennial and Gen Z consumers are less likely to return unwanted online purchases, that’s according to a new survey from e-commerce company ESW (formerly eShopWorld). As post-holiday returns skyrocket due to the explosion in e-commerce sales globally, 56% of Gen Z and Millennial consumers are the ones most likely to choose not to return unwanted items, according to the “Global Voices: Cross-Border Shopper Insights” survey from ESW. The survey of nearly 15,000 consumers indicated that Gen Z and Millennials find returns inconvenient, expensive, and bad for the environment. ESW’s study also found that Gen Z and Millennials make up 60% of cross border shoppers. Yet, more than half of each of these two cohorts admitted that they had made purchases from internationally based retailers that they ultimately didn’t want but chose not to return. Additional reasons cited for not returning items included unclear return policies, no local collection points, and insignificant item cost. The markets where consumers overall were most likely to avoid returns were China (67%), India (64%) and UAE (64%), according to ESW. “Eliminating the friction Gen Z and Millennials associate with returns will be a big win for all direct-to-consumer brands, as these young adults will continue to drive the growth

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