Millennial shopping: From aisles to apps

Millennials helped turn digital commerce into a daily shopping habit. They came of age with smartphones, mobile apps, social platforms and one-click checkout. Now they’re pushing shopping into its next phase, where search, AI tools and merchant apps compete for attention before a purchase ever reaches checkout.
At the same time, the data also shows a grounded reality. Millennials may be digital shoppers, but they’re not done with physical stores. They still buy groceries mostly in person and make frequent trips to the store. They blend old habits with new tools, moving between aisles, apps, search engines, AI assistants and online marketplaces.