The future of e-commerce is in the hands of Gen Z and young millennials (ages 18-35). By 2030, Gen Z is estimated to account for nearly 20% of global consumer spending. Yet their dissatisfaction with delivery threatens to undermine growth.
Eager, but quickly dissatisfied
Research by Descartes among 8,000 consumers in North America and Europe shows that young people not only buy more frequently and more often online, but also represent the highest customer lifetime value. This makes sense, as these young customers still have an entire lifetime – with increasing purchasing power – ahead of them.
