D2C e-commerce websites preference in the U.S. 2023, by generation

Published by
Koen van Gelder,
Feb 19, 2024

Results from the Global Consumer Survey Special "E-Commerce", conducted in September 2023, reveal that U.S. digital shoppers' preference for local and small e-commerce websites is highest among Gen Z. Nearly a quarter of surveyed Zoomers prefer to shop at D2C websites. In contrast, only 14 percent of Millennials prefer to do so. 

Share of online purchasers who prefer to buy from local and small traders' own websites in the United States in 2023, by generation

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Number of respondents

1,045 U.S. American consumers

Age group

18 years and older

Supplementary notes

Original question: 'Which of the following statements about social media, marketplaces and other eCommerce trends do you agree with? I prefer to go to local and small traders' own websites'.

Multiple answers were possible.

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