MikMak – The App that Hits Ecommerce’s Softspot: Millenials

MikMak – The App that Hits Ecommerce’s Softspot: Millenials

In the past couple of years, “mobile,” “millennials,” and “e-Commerce” have been some of the most talked about topics in the digital sphere, and the importance of “video” has been a hot topic in advertising as well.

It’s not surprising that an app was born to address and innovate in those areas all at the same time. MikMak is a mobile app, primarily targeted at millennials, that allows the user to watch fun 30-second “minimercials” and buy what they see in the commercial on the spot. We consider MikMak a promising invention. Why? Read on.

Why does MikMak hit the spot?

AdWeek recently released its  most recent “Young Influentials” report and the founder of MikMak, Rachel Tipograph, was featured in it. In her interview, Tipograph expressed her argument that, while shopping sends dopamine to the brain, “ecommerce is the least emotional place on the Internet.” According to Tipograph, giants like Amazon and Alibaba have made it all about the lowest price and fastest shipping. This has obviously been working for them, but there could be some untapped ground in the segment of the younger population that likes to hang around their phones, watch videos, and shop online more than anyone else.

Additionally, it makes a lot of sense that MikMak is an app, rather than a responsive website, since, generally speaking, 90% of the time that people spend on mobile is spent in apps. And guess which kind of apps millennials spend the most time on? Social media apps (MikMak has an Instagram page as well, pictured below) and video apps.

MikMak Instagram

It also makes sense that the products featured on MikMak never cost more than $100, since millenials tend to have less disposable income than the older segments of the population. On top of that, nothing that’s sold on MikMak is sized. This, together with the low price point, will help encourage impulse buying and minimize returns.

If that is not convincing enough of an argument to prove MikMak’s relevance and potential to succeed in today’s ecommerce marketplace, let’s take a look at MikMak’s mobile experience.

MikMak’s User Experience

Shopping on MikMak is easy. We tested it ourselves.

The user logs in…

MikMak UX 1

…selects their top areas of interest…

MikMak UX 2

…and their feed gets filled out with relevant “minimercials.”

MikMak UX 3

Like what you see? Click on “add to cart” and, in just a few clicks, the product is on the way to your house.

MikMak UX 4


Above all, shopping on MikMak is fun. To create this fun factor, MikMak’s exclusively hires improv actors as their commercial’s hosts.

Don’t Miss Out on Mobile Ecommerce Opportunities

IBM’s Digital Analytics Benchmark study found that people browse e-commerce sites on their phones but buy on their PCs, most likely because of a confusing or non-responsive mobile experience.

Why would a brand want to miss that touchpoint? If someone is browsing through your ecommerce site, they are halfway through the purchasing process. It equates to having someone at a supermarket comparing products and looking at their packaging before deciding which one to place in their cart. Best believe brands spend a lot of money on packaging because it can have a great impact on a customer’s final purchasing decision. This same practice should apply to mobile ecommerce experiences as well: companies should invest in creating seamless ecommerce flows. Not only does it make a brand look innovative to the eye of the consumer, but it also encourages them to actually buy products right there and then.

Word of Advice

Unless you are already selling your products on MikMak, we highly suggest you do some digging and learn from them. They must be doing something right if, as Rachel Tipograph claims, “We (MikMak) get people to watch 20 minimercials back-to-back. That’s unprecedented for a world where millennials have ad blockers.”


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This article was written by

Carolina is a progressive strategic thinker and sports, art, literature, and music enthusiast with skills in business administration as well as design. She mixes business and design in all of her projects, because she considers design a perfect tool to guide business thinking and represent a project's outcome.