Asia: Gen Z attitudes towards online shopping by country 2024

According to a survey from 2024, 73 percent of the Gen Z respondents in Malaysia found customer reviews to be very helpful when shopping online. The share of respondents that wanted to see and touch the item before buying was relatively low, with the highest share among Vietnamese Gen Z at 37 percent in 2024.

Attitudes towards online shopping among generation Z in Asia in 2024, by selected country

Characteristic	China	India	Indonesia	Malaysia	Philippines	Thailand	Vietnam
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Number of respondents

18,459 respondents

Age group

18-27 years

Special properties

residential online population

Supplementary notes

The original survey question was: "Which of these statements about online shopping do you agree with?"

*Survey period for:
China - April 3, 2023 to March 22, 2024;
India - April 3, 2023 to March 13, 2024;
Indonesia - April 12, 2023 to June 13, 2024;
Malaysia - April 9, 2023 to June 17, 2024;
the Philippines - April 9, 2023 to June 16, 2024;
Thailand - April 9, 2023 to June 15, 2024;
and Vietnam - April 10, 2023 to June 11, 2024.

Number of respondents in:
China - 5,397;
India - 10,327;
Indonesia - 704;
Malaysia - 653;
the Philippines - 856;
Thailand - 508;
and Vietnam - 590.

For more information please visit the Global Consumer Survey home page and take a look at our methodology.