Buying online is something that Millennials (ages 23 to 38 in 2019) do often and willingly. They make more than 50 percent of their purchases online because they perceive it as more convenient and quicker than the traditional way.
In fact, Millennial spending in the U.S. is expected to reach $1.4 trillion, which makes up 30 percent of total retail sales in the country, claims TotalRetail. However, to get a piece of this business, brands need to go an extra mile to reach Millennials with Ecommerce writing.
For example, this generation is quite unique in their buying behaviors because they are known to display these distinct characteristics:
· They’re open to trying new products and services. Millennials are totally okay with trying new things that were produced using innovative methods. That’s why their brand loyalty is often quite low even if they had positive experiences with that brand
· They want products/services to make them feel good. Millennials claim that they prefer purchases that express their personality and lifestyle, and ready to sacrifice quantity over quality
· They trust endorsements from peers. That’s why influencer marketing and online reviews are huge these days in online marketing
· They value relevancy and personalization. Millennials appreciate when businesses try to make their content and ads relevant to them, which means that brands need to research their target audiences to understand how to resonate with them.
Sounds like a lot of work for eCommerce writers, right?
In this article, let’s define the best eCommerce copywriting practices so you know how to reach this unique generation and make them fall in love with your brand.
Practice #1: Speak their language
Millennials appreciate it when brands talk to them in a casual, formal style because that’s how they communicate with everybody else. For example, take a look at this product description of Birthday Baby robe from Highway Robery, a brand that sells kimono-style robes.