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Favorite product categories among Millennial online shoppers in selected countries in 2025

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Source

Release date

December 2025

Region

Worldwide, Brazil, China, Germany, Japan, United Kingdom, United States

Survey time period

2025

Number of respondents

**** varies by country

Special properties

residential online population born between 1980 and 1994 that have purchased items online in the past 12 months

Supplementary notes

****Consumers participated in the survey in the following countries: 12,067 from Brazil, 24,996 from China, 35,991 from Germany, 12,108 from Japan, 23,623 from the United Kingdom, and 60,261 from the United States.

During the survey, the question was phrased as follows: "Which of these items have you bought online in the past 12 months?"

Multiple answers were possible.

* Excluding downloads.

** Example: TV, smartphones.

*** Excluding restaurant deliveries.

Citation formats

Millennials' favorite online shopping product categories worldwide 2025, by country

Published by
F. Watty,
Jan 20, 2026

In the United States, ** percent of millennials bought clothing online in 2025. This was the most popular product category among millennials in all the countries analyzed.

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Statistics on " Millennials online shopping behavior "

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Overview

4

Categories

5

Purchase behavior

7

Retail technologies

7

Social commerce

6

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Topics

Millennials online shopping behaviorGen Z online shopping behaviorMillennials and health in the U.S.Online shopping behavior in the United StatesMillennials
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* For commercial use only

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For single users
$0 USD
Always free
Access limited to Free Statistics. Premium Statistics are not included.
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  • Premium Statistics

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