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.
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Capgemini. (January 5, 2023). Share of consumers ordering from direct-to-consumer (D2C) brands worldwide in 2022, by generation [Graph]. In Statista. Retrieved December 30, 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 December 30, 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: December 30, 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 December 30, 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/
