Breakdown of newly added online shoppers in China 2017-2021, by generation

China’s Generation Z has become the primary driver of the country’s e-commerce growth in recent years. In November 2021, more than 56 percent of China’s new e-commerce users were Generation Z.

China’s Gen-Z online population

A generation born as digital natives, Gen Z in China showed a strong attachment to the internet from an early age. As of September 2021, the monthly active Gen-Z mobile internet users surpassed 300 million. The internet has become a significant means for expressing themselves and making connections. In a 2020 survey, more than 50 percent of Gen-Z respondents named online shopping and online gaming as their hobbies.

Gen-Z online shoppers

When it comes to shopping, e-commerce had overtaken brick-and-mortar stores to be Gen-Z’s favorite in China. Nearly 50 percent of China’s Gen-Z shopped primarily online, and another 34 percent used hybrid channels. Mobile Taobao, JD.com, and Pinduoduo were the leading online shopping platforms for China’s Gen-Z consumers.