New study examines top five global digital consumer trends for 2024

By our African Marketing Confederation News Team | 2024

Euromonitor unpacks emerging trends in digital consumers’ evolving values and how their behaviour is redefining their shopping motivations.

Global market research company Euromonitor International has released its ‘Top Five Digital Consumer Trends in 2024’ report. 


It reveals emerging trends in digital consumers’ evolving values and explores how their behaviour is redefining their shopping motivations. The study also examines the technological advances that will continue to reshape consumer behaviour. 


Euromonitor’s Top Five Digital Consumer Trends in 2024 are:


Intuitive E-Commerce 


The rising influence of digital channels among consumers is putting pressure on companies to improve the online experience.  


Advances in AR, IoT and Gen AI have the potential to transform the online shopping experience, leading to one that is more intuitive. 


Photo by Ivan Samkov from Pexels

The TikTok Economy 


Digital consumers are flocking to TikTok and brands are striving to promote their products and services on the platform. 


But some of the viral trends that are doing the most to boost brand sales are emerging organically from users on those platforms, without any direct brand involvement.  


Outsmart Online 


Against a backdrop of mounting macro-economic uncertainty and increasing digitalisation, consumers are seeking out online platforms dedicated to rooting out the best deals.  


More and more consumers are using these platforms in ways that brands do not intend – and disapprove of. 


Re-commerce 2.0 


Re-commerce (the selling of previously owned items through online marketplaces) is surging globally, driven by environmentally conscious, thrifty and tech-savvy younger consumers.  


Brands and retailers recognise the potential of the market and are adopting strategies to enter it – mirroring the convenience of e-commerce, and making re-commerce more widely accessible across product categories. 


Revamped Returns 


Consumers have long wanted hassle-free returns, but delivering on that expectation has not been without challenges.  


Converging trends like the rise of e-commerce, store closures and more sustainable strategies – plus new technologies and partnerships – are paving the way to a happier return experience for shoppers. 


How consumption patterns are changing 


“Cautious and conscious consumption is growing. The cost of a purchase, whether that cost is monetary or environmental, was top of mind for digital consumers in 2023 and will continue to be in 2024,” says Michelle Evans, Global Lead of Retail and Digital Insights at Euromonitor International. 


“Saving money is playing out in how consumers are seeking to outsmart brands online or joining the resale movement.  


“Consumers are also seeking more power in their relationships with brands. This is prevalent in both the TikTok Economy and Outsmart Online trends, which at their roots are about how consumers are using social media to give them a greater voice in the consumer-brand relationship.” 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.