Brandless > Jet: Despite Jet.com creating a private label, Uniquely J, with the goal of enticing millennials, fewer of them shop there compared with older age groups, according to data from L2. In fact, 18- to 24-year-olds made up just 12% of Jet.com visitors between December and February. By contrast, the figure was 23% for those 25 to 34, 21% for those 35 to 44 and 18% for those 45 to 54. That said, the 18-to-24 cohort accounted for fairly low levels of online grocery buying on all platforms included in L2's study. Some 17% of Brandless shoppers were from that group, followed by FreshDirect and Instacart, tied for second at 15% each.
Social Shopping: A new study from Astound Commerce found that 92% of retailer social media accounts use calls to action like a "shop now" button, with the figure rising to 100% on Facebook and 96% on Twitter. Indeed, social commerce components were more prevalent than videos (64%) and contact info like email addresses or phone numbers (28%).