Influence of E-Commerce Platforms on Millennial Purchases: Premise for Strategies of New Entrants

The study explored how e-commerce platform features influenced the purchasing behavior of millennial consumers in the key cities of Isabela, Cagayan Valley. It aimed to propose strategies for new e-commerce entrants. Mixed methods were used, combining quantitative data with qualitative responses. Results showed that most respondents were aged 28 to 33 and were Ilocano and Tagalog women. Most were employed and had low to middle incomes, frequently purchasing beauty, fashion, and lifestyle items on Shopee and TikTok Shop. Complex buying behavior, characterized by careful decision-making and brand comparisons, was the most common pattern. While users appreciated platform functionality, such as ease of navigation, trust, and user experience, these factors were more influential in driving purchase decisions. Job status, income, frequency of purchase, and platform used significantly affected perceptions. In contrast, age, gender, ethnicity, type of purchase, and buying behavior showed limited impact. The study proposes trust-focused, mobile-optimized, and culturally-relevant strategies for new entrants. These insights offer a foundation for developing inclusive, user-centered e-commerce platforms in emerging markets.