Profiles and Preferences of Online Millennial Shoppers in Bulgaria and Croatia

Generation Y consumers are an influential online shopping segment. This article empirically assesses the factors affecting the online purchase among millennials in Croatia and Bulgaria. The results obtained indicate that while convenience is reported as the most common reason for online shopping worldwide, the primary reason Bulgarian and Croatian millennials shop online is the pursuit of better prices. While security concerns are reported as a major online shopping barrier, Eastern-European millennials are more concerned with other factors. In Croatia and Bulgaria "audio-video" is among the least purchased categories online and "apparel and accessories" is among the most purchased categories.