The latest research shows that the online shopping volume of the American millennial generation (born between 1981 and 1996) has decreased by 14% year-on-year, with shipping costs becoming the primary influencing factor. This phenomenon not only reflects the changing consumption habits of the younger generation, but also reveals the deep game between global supply chain fluctuations, inflationary pressures, and e-commerce platform strategy adjustments.

Current situation: Consumption downgrade from "chop off party" to "rationalist"

1.Priority given to essential items, shrinkage for non essential needs

A survey shows that 33% of millennials have reduced non essential expenses due to inflation, with high priced categories such as furniture and home appliances becoming the primary targets for reduction, while essential items such as health and food remain stable.

2.Freight sensitivity skyrockets

About 77% of millennials list "low shipping costs" as a core decision-making factor for online shopping, higher than product quality (65%). A typical case shows that some consumers give up online shopping due to cross-border shipping fees reaching twice the price of the goods.

3.Platform loyalty loosens

Although Amazon remains the top choice with a 53% market share, emerging platforms such as TikTok Shop and Shein have seized 19% of the market through a "freight subsidy+social fission" strategy, diverting traditional e-commerce users.

Reason analysis: Why does freight become a "ballast stone"?

1.Supply chain cost transmission

The prices of US sea freight have been impacted by multiple factors such as fuel costs (accounting for 35% of operating costs), port congestion, and tariff policies (such as 145% tax rate restrictions on goods), resulting in a 23% year-on-year increase in terminal freight rates.

2.Platform pricing strategy adjustment

Amazon and other platforms offset logistics pressure by shifting some shipping costs to product pricing, resulting in "hidden price increases". For example, the average price of the home category has increased by 12%, but sales have decreased by 18%.

3.Consumer financial pressure

The millennial generation carries an average of $28000 in student loans, coupled with the recovery of housing loans and high inflation, the shrinking disposable income has forced a surge in "freight sensitivity".

The rise of social media e-commerce: TikTok becomes a "grass planting machine" for young people

Despite the decline in online purchasing volume, social media platforms have become a new growth point. 32% of millennials shop through Facebook, 22% place orders influenced by TikTok, and young people (aged 29-33) have an activity rate of 49% on TikTok Shop. It is worth noting that:

Women are more content driven:

43% of women shop on TikTok, while men prefer Instagram;

The rise of live shopping:through real-time interaction and discount stimulation, social media e-commerce is dividing the market share of traditional platforms;

Advertising and coupon driven decision-making: 

30% of consumers place orders directly due to advertising, 30% are attracted by discounts, and only 15% are influenced by recommendations from internet celebrities.

Not not buying, but buying smarter

The cooling consumption of the millennial generation is not due to the disappearance of demand, but rather a shift towards more pragmatic value measurement. Whether it's optimizing the fulfillment chain on the platform or making good use of tools by consumers, the core is to break the "high shipping cost dilemma" and ensure that every penny is accurately invested in real needs.