The report finds that, 68% of millennials and 66% of Gen-Z are inclined to prefer online websites rather than conventional brick-and-mortar stores
Bengaluru: As many as 83% of Indian consumers, partcularly Gen-Z and millennials, rely heavily on custimer reviews before making a purchase, as per a report by Sciative Solutions.
The study unveils an overriding digital buying inclination among youth shoppers, where 68% of millennials and 66% of Gen-Z are inclined to prefer online websites rather than conventional brick-and-mortar stores.
Even elderly consumers who earlier depended on brick-and-mortar stores are shifting towards online platforms, highlighting faster checkout, enhanced product discovery, and open prices as driving forces behind the switch.
In terms of pricing behavior, both generations share a high sense of value awareness. Gen-Z is attracted to flash sales, in-stock, and trend-driven discounts, while millennials prefer research-driven purchases with an emphasis on customer reviews and peer recommendations.
However, the need for discounts stays the same, as more than 45% of the respondents across both groups report considering promotional prices in their purchase decisions.
Brand loyalty, on the other hand, is swiftly disappearing; only 12% of Gen-Z and 14% of millennials will stick with a brand no matter what it costs. In this climate, brand heritage alone no longer secures customer retention, giving agile, new, and competitively priced emerging trends a clear path to capture market share.
“Gen-Z is reshaping the retail narrative by placing fairness, transparency, above shallow discounting tactics. For them, it’s not just about buying a product—it’s about connecting with brands that resonate with their identity and offer more than just functionality, offering meaningful experiences,” said Vijeta Soni, Co-founder & CEO of Sciative Solutions.
The research reveals a shift in how young customers perceive value. Though 68% of Gen-Z are prioritising price at their initial purchase, 80% would be willing to pay a premium if they are certain about the quality, illustrating a contrast between sensitivity towards price and long-term value.
Approximately 50% of Gen-Z and millennials alike will pay extra for superior service, faster delivery, and exclusivity, demonstrating that experience and convenience are becoming crucial for brand success. A striking 95% of consumers quickly switch platforms if another offers a better experience, proving loyalty today is driven more by value than habit.
With 85% of shoppers ready to switch platforms for better deals, the study emphasises the need for retailers to rethink traditional loyalty programs and move beyond one-size-fits-all promotions. Traditional models that relied on emotional branding or deep discounting must give way to tech-enabled, customer-first strategies.Â
