Millennials' favorite online shopping product categories worldwide 2024, by country

Published by
F. Watty,
Mar 24, 2025

In the United States, 44 percent of millennials bought clothing online. This was the most popular product category among millennials in all of the countries analyzed.

Favorite product categories among Millennial online shoppers in selected countries in 2024

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Release date

January 2025

Region

Worldwide, Brazil, China, Germany, Japan, United Kingdom, United States

Survey time period

2024

Number of respondents

* varies by country

Special properties

residential online population born between 1980 and 1994 that have purchased items online in the past 12 months

Supplementary notes

Consumers participated in the survey in the following countries: 12,153 from Brazil, 24,015 from China, 35,956 from Germany, 12,148 from Japan, 24,176 from the United Kingdom, and 60,869 from the United States.

During the survey, the question was phrased as follows: "Which of these items have you bought online in the past 12 months?"

Multiple answers were possible.

* Excluding downloads.

** Example: TV, smartphones.

*** Excluding restaurant deliveries.

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Overview

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Categories

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