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D2C e-commerce websites preference in the U.S. 2023, by generation
Results from the Global Consumer Survey Special "E-Commerce", conducted in September 2023, reveal that U.S. digital shoppers' preference for local and small e-commerce websites is highest among Gen Z. Nearly a quarter of surveyed Zoomers prefer to shop at D2C websites. In contrast, only 14 percent of Millennials prefer to do so.