5 E-Commerce Apps Making Mobile Shopping More Millennial

Millennials are making their phones a part of their shopping experience, and e-commerce apps are pulling out all the tricks to get them to buy via mobile…

Millennial shoppers are redefining retail by making their phones a central part of their shopping experience: purchasing on mobile, returning at higher rates, and "showrooming"—selecting clothes in-store then purchasing online. According to Ypulse’s recent survey, 49% of 18-34-year-olds with smartphones say they shop on their phones weekly, and 29% say they do at least once a month. That’s a large majority of Millennial shoppers who are buying via mobile on a very regular basis—which means that e-commerce apps need to keep up.

Our recent mobile study confirmed that app use far outweighs mobile site use among young consumers. If you’re not putting it in an app, they’re not likely to interact with it on the device they’re spending more and more time on. Condé Nast and Goldman Sachs reported earlier this year that two of the most popular apps among Millennials and Gen Z are Snapchat and Amazon—and we’re seeing new e-commerce platforms borrow inspiration from both to create more Millennial mobile shopping experiences. From incorporating augmented reality into the shopping experience to creating a seamless "browse to buy" process, they're making mobile shopping more efficient, fun, and easy. In short, more Millennial. Here are five to take note of:  

SHOP/WHO WHAT WEAR

Popular style blog Who What Wear has unveiled a shoppable app that’s “so good, it’s a little dangerous”—for your wallet that is. With a reported 65% of their readers scrolling Who What Wear content via phone, the brand is calling their app “the natural next step” in their strategy. The “curated mobile shopping experience” features 30 brands, including TopShop,…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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