In terms of where this shopping is taking place online, it should come as no surprise that a March 2019 report by CouponFollow said that 2/3 of online shoppers ages 22-37 make at least half of their online purchases on Amazon. It certainly makes sense when you consider that a poll from Feedvisor in February 2019 showed that 74% of 23-38 year olds said they visit Amazon at least weekly (with 25% saying they do so almost daily). Furthermore, the 2020 edition of Roth Capital Partners' millennial survey identified that over 70% of the 19-39 year old age bracket are Amazon Prime members.
One of the major factors that is driving this surge of digital buying is convenience. Buyers use digital to gain information about products and once they do select the product they desire, they want it immediately. It is a major reason why Amazon has moved to one day delivery and continues to up the ante in same day delivery service.
The emarketer article also points out that the mobile aspect of shopping is also a huge driver of millennials' shopping due to the redemption of coupons and rebates (which is leading to a proliferation of deal sites such as Honey, Rakuten, etc.).
While I think it is clear that we haven't reached a peak in digital retail, I'm also curious to see how retailers and brands leverage digital to help enhance the brick-and-mortar experience. Some brands, such as Gucci, are finding ways to blend the technology in a unique way to enrich and make shopping more experiential (e.g. their concept shop in SoHo does a good job of this). Technologies such as AR/Wearable mirrors/etc. can enhance the shopping experience to a point where brick and mortar is able to provide value add that simply cannot be experienced alone online.
https://www.emarketer.com/content/how-digital-are-millennials-in-their-shopping
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