Ecommerce: Targeting the Most Online-Savvy Demographic

14 August 2017| Post by Adam3 minutes


It’s no secret that the new high-street is the web. But just exactly who is the most likely to shop online? And what draws them in?

It’ll probably come as no surprise that Business Insider found that millennials (those reaching adulthood in the 21st century, according to Google definitions), are the keenest of online purchasers. With this knowledge in hand, it seemed important to find out exactly what makes these keen shoppers tick when it comes to browsing online stores.

We’ve got all the top tips

Thank us later, but we thought we’d save you the time of trawling the web for the best ways to target this demographic. It’s a no-brainer that if you’re in the e-commerce game, you need to be considering how the smartphone generation is going to view your brand. Unless you’re selling stairlifts, of course.

Less is more

Clean, simple and modern branding is the way to go design-wise. You can’t get much more simplistic than Brandless. Their entire philosophy is designed around a lack of branding. They target the trendy demographic perfectly with their uber minimal design. This creates space for a focus on informative product content. The younger generation is more obsessed than any other with knowing exactly what’s in the products they buy, rather than frivolous branding – Brandless have massively taken advantage of this.

Showcase your products in context

It’s true that plain, white backgrounds are easy on the eye. But the tech-savvy age group are practical purchasers, too. If you show how your products can be used in real-life experiences, younger people are more likely to resonate with them. A good example of this is Eastpak. The moment you click onto their online store, you’re greeted with inspiring imagery of how their products are used:

Create a lifestyle, not just a brand

Research has proven that ‘millennials’ prefer experiences over things. Ecommerce companies who particularly want to attract this particular demographic should use this theory to transform their brand. A great example of this is Airbnb. They have transformed the simple notion of going on holiday, into an entire culture of truly embracing travel. Of course, this is perfect to target those experience-lovers. Airbnb’s website comes fully-loaded with all sorts of guides: from vinyl shopping and local bakeries to the best places to experience nature – all tailored to whichever location you wish to stay in. The site also encourages users to share their own experiences using the Instagram hashtag ‘#Airbnb’, which leads us nicely onto our next point.


Next up on the checklist of marketing to the young folk: social media integration. Check out this blog post we wrote on integrating Instagram into your e-commerce site. According to a study, 72% of 20-somethings said they were more likely to consider buying a product if they could view photos from others who had previously bought it. A super easy way to do this is by encouraging customers to share their snaps on social media when they’ve received a product. Missguided have nailed it:

Optimisation is key

Now keep that whole ‘experiences over stuff’ attitude in mind. This doesn’t mean that digital natives don’t want to spend their hard-earned cash on your physical goods. Make sure that their shopping experience is an enjoyable one. Is your online store optimised for any device? It should be. Mobile-friendly checkouts are vital for the generation who check their smartphone 150 times a day. Easy-to-use navigation and fast load times cannot be compromised on if you want to keep ‘Generation Y’ engaged with your site long enough to click ‘buy’.


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