Digital natives drive shift in consumer behaviour

Texier noted, “We see a massive shift in consumer behaviour, mainly driven by digital natives who represent about 50% of the consumption in 2023.” This demographic shift is leading to a deeper integration of digital technology, influencing how brands and retailers are rethinking the role of physical stores.

“Shoppers are moving easily from offline to online, which leads brands and retailers to rethink the role of the stores in that customer journey, from a place where we buy products to a place where we experience brands and meet them,” explained Texier.

This evolution reflects a broader trend in Asia, which stands out for its high level of digital adoption and a robust e-commerce growth rate that doubles the global average. “E-commerce has become increasingly content-driven, with the share of content-driven e-commerce expected to reach 1 trillion USD by 2025,” Texier highlighted.

Retail Asia