Global online marketplaces direct buyers 2022, by generation

Published by
Stephanie Chevalier,
Mar 4, 2024
According to a 2022 global survey, millennials were the generation that made the highest number of direct purchases on online marketplaces. Over the six months leading up to the study, around 77 percent of millennials bought from marketplaces. Gen Z online shoppers secured the second position, with 76 percent of them opting to order goods directly from this channel.

Share of primarily online shoppers who ordered directly from online marketplaces worldwide in 2022, by generational cohort

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Release date

January 2023

Region

Worldwide

Survey time period

October and November 2022

Number of respondents

516 primarily online consumers*

Age group

18 years and older

Special properties

marketplace purchases over the past six months

Supplementary notes

* The study sampled a total of 11,300 consumers in North America, Europe and Asia-Pacific.

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