Gen Z, millennials desire large-chain convenience from small businesses

Small businesses are losing out on customers because Gen Z and millennials say they “lack convenience," according to a pair of recent surveys, 

While a staggering 91% of 1,000 U.S. small business survey respondents feel they offer customers a convenient online experience, only 21% of consumers and just 19% of Gen Z agree, reported domain registry site GoDaddy.

When it comes to purchasing options, 73% of Gen Z and 83% of millennials said "Buy Online, Pickup In-Store" is important to them, but only 34% of small businesses offer it. More than eight-in-10 (85%) of Gen Z and 82% of millennials said it is important for small businesses to accept contactless digital payments, but 27% of small businesses do not accept digital wallet payments.

Unsurprisingly, 90% of consumers surveyed said it's important small businesses offer free shipping, yet two-in-five small businesses (38%) do not offer free shipping. A similar number (89%) of consumers said that it is important for small businesses to have a website, but 24% of businesses surveyed do not have one.

Despite these gaps between consumer expectations and reality, 73% of Gen Z and 75% of millennials say they would shop more at small businesses if they offered the same convenience as larger chain stores.

"Consumers are ultimately looking for convenience, and if small businesses aren't meeting these expectations, they're likely losing business," said GoDaddy trends expert Amy Jennette. "The most important thing is that small businesses are adapting as Gen Z and millennial preferences evolve beyond what's been the status quo."

More insights from the GoDaddy surveys include the following:

• 55% of Gen Z and 61% of millennials said it's very important they can make purchases directly from a business's website, but nearly three-in-10 (28%) small businesses do not have an online store
• The majority of consumers (65%) said they're more likely to purchase if they knew the personal story of the business, however one-in-five small businesses do not share their story.
• 41% of Gen Z and 43% of millennials have followed a brand on social media for a discount, but 47% of small businesses do not offer a discount code when someone follows their brand on social media.
• When asked if it's important that small businesses accept contactless digital payments: Gen Z – 85% said it's important, millennial – 82% said it's important, Gen X – 67% important / 33% not important, Boomers – 40% important / 60% said not important.
• When asked how important it is for small businesses to have storefronts linked to their social pages: Gen Z – 80% said social storefronts are important, millennial –75% said social storefronts are important, Gen X – 50% important / 50% not important, Boomer – 29% important / 71% not important.