Library:
Madrid
London
Paris Champerret
Paris Montparnasse
Turin
This research will focus on how experts think about the way European Millennials will shop
in the future. Consumers are looking for convenience and personalization of the goods.
Ecommerce has been rising in the last few years, specifically with COVID-19. Google was
the starting point for the majority of the searches to find where to buy a product. Nevertheless,
Amazon for being convenient and for the probability to find what they are looking is higher,
many consumers are choosing to go to their website (Eriksson and Stenius, 2020). New
business models are being developed such as selling the products directly to the consumer
without passing through a middleman and Voice Ecommerce.
This research will use the Delphi Method. This approach gathers the opinion of the experts
wherever they agree or disagree with a forward-looking aspect. The aim is to reach a
consensus opinion, so experts will have to respond to three rounds of questionnaires. After
each round, the answers were combined and shared. In that way, a consensus on future vision
will arise by sharing the ideas from different experts (Okoli and Pawlowski, 2004). The
research questions will be focused on European Millennials and their approach to buying
Fast Moving Consumer Goods (FMCG) products.
After the three rounds it was possible to conclude that experts believe that many
consumers are not convinced with Voice Ecommerce. As it is a new technology that is still
being developed, professionals think that customers do not want to risk it. They are concerned
about the private aspect and for buying very expensive products. So, it would be
recommended that companies start to integrate this technology slowly for consumers to get
used to it.
Also, Direct to Consumers is a business model that has a lot of potential. Based on the opinion
of the experts about the future purchase, they think European Millennials will be willing to
purchase products such as cleaning and cosmetic products.
