According to findings by Capgemini in 2022, 74 percent of Gen Z shoppers ordered from direct-to-consumer (D2C) brands, more than any other generation. Six in ten Millennials ordered directly from brands, followed by Gen X, with 41 percent of respondents.
Share of consumers ordering from direct-to-consumer (D2C) brands worldwide in 2022, by generation
shoppers who have ordered directly from brands over the past six months on a one-time or subscription basis
Method of interview
Online survey
Supplementary notes
* Respondent count per generation:
Gen Z: N=992
Millennials: N=3,264
Gen X: N=3,332
Baby boomers: N=3,712
Consumers were surveyed in 11 countries in North America, Europe, and Asia Pacific.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
Capgemini. (January 5, 2023). Share of consumers ordering from direct-to-consumer (D2C) brands worldwide in 2022, by generation [Graph]. In Statista. Retrieved October 31, 2024, from https://www.statista.com/statistics/1346352/d2c-online-shopping-by-generation-worldwide/
Capgemini. "Share of consumers ordering from direct-to-consumer (D2C) brands worldwide in 2022, by generation." Chart. January 5, 2023. Statista. Accessed October 31, 2024. https://www.statista.com/statistics/1346352/d2c-online-shopping-by-generation-worldwide/
Capgemini. (2023). Share of consumers ordering from direct-to-consumer (D2C) brands worldwide in 2022, by generation. Statista. Statista Inc.. Accessed: October 31, 2024. https://www.statista.com/statistics/1346352/d2c-online-shopping-by-generation-worldwide/
Capgemini. "Share of Consumers Ordering from Direct-to-consumer (D2c) Brands Worldwide in 2022, by Generation." Statista, Statista Inc., 5 Jan 2023, https://www.statista.com/statistics/1346352/d2c-online-shopping-by-generation-worldwide/
Capgemini, Share of consumers ordering from direct-to-consumer (D2C) brands worldwide in 2022, by generation Statista, https://www.statista.com/statistics/1346352/d2c-online-shopping-by-generation-worldwide/ (last visited October 31, 2024)
Share of consumers ordering from direct-to-consumer (D2C) brands worldwide in 2022, by generation [Graph], Capgemini, January 5, 2023. [Online]. Available: https://www.statista.com/statistics/1346352/d2c-online-shopping-by-generation-worldwide/
