Stephanie Chevalier
E-commerce research and editorial expert
Gen Z online shopping behavior – statistics & facts
Generation Z, also known as Gen Z or Zoomers, is the generational cohort that succeeds Millennials. Although the exact age range is not universally defined, this generation typically encompasses people born between the mid-1990s and early 2010s. Growing up in an era marked by rapid technological advancement, Zoomers stand out for their innate ability to adapt to and excel in today's digital landscape. With constant internet access, mastery of social media, and mobile devices at their fingertips, Gen Z's technological prowess is evident in their seamless and intuitive adoption of online shopping and transactions.
However, celebrities are not the only ones with the potential to impact brand reputation and product sales; ordinary people also hold this power. In a 2022 survey, almost one-quarter of Gen Z consumers in the United States said that numerous "likes" or positive comments on social media could drive them to make an online purchase.
Gen Z shoppers prioritize value and affordability when purchasing online, making sales and discounts particularly appealing. The availability of discounts can prompt impulse buying among this generation of shoppers, while their absence may lead them to postpone purchases until better prices are available. Approximately two-thirds of respondents indicated their willingness to wait for sales and deals before a purchase, demonstrating Gen Z's patience and adherence to the belief that good things come to those who wait.
Zoomers' simultaneous desire for personalization, competitive pricing, and sustainability creates an ideal environment for the success of direct-to-consumer (D2C) brands. In 2022, over 70 percent of Gen Z shoppers ordered from these businesses, surpassing all other generations. As trendsetters, these young consumers have the power to shape the future of e-commerce.
Social media: the e-commerce game changer
One of the main factors that separate Gen Z from the preceding generations is the rise of social media within their lifetime. Not only have these platforms connected individuals, but they have also become a vital information hub for this generation of buyers. In fact, social networks have now surpassed search engines as the primary online channel for brand and product research among Zoomers. Furthermore, digital word-of-mouth holds significant importance for young shoppers. Influencers, who are credible and relatable to this demographic, have positioned themselves as the leading source of brand and product discovery globally.However, celebrities are not the only ones with the potential to impact brand reputation and product sales; ordinary people also hold this power. In a 2022 survey, almost one-quarter of Gen Z consumers in the United States said that numerous "likes" or positive comments on social media could drive them to make an online purchase.
A savvy generation seeking affordable options
Gen Z online shopping data reveals that fashion and electronics rank among the most frequently purchased categories. Still, their participation in these segments remains lower than millennials and Gen X. This could be attributed to their upbringing during uncertain economic times and limited financial resources due to their young age. Mindful of their expenses, Zoomers see the ease of comparing prices as the main advantage of online stores beyond mere convenience and entertainment. They specifically choose e-commerce to capitalize on lower prices. This trend extends to emerging online shopping methods like live commerce, which offers inspiration and access to exclusive discounts to its users.Gen Z shoppers prioritize value and affordability when purchasing online, making sales and discounts particularly appealing. The availability of discounts can prompt impulse buying among this generation of shoppers, while their absence may lead them to postpone purchases until better prices are available. Approximately two-thirds of respondents indicated their willingness to wait for sales and deals before a purchase, demonstrating Gen Z's patience and adherence to the belief that good things come to those who wait.
Eager for an enhanced shopping experience
Generation Z seeks a tailored online shopping experience that aligns with their interests and preferences. One of their most wanted e-commerce innovations is the integration of personalized product recommendations and services. Additionally, Zoomers, like millennials, are highly intrigued by virtual (VR) and augmented reality (AR) shopping, aiming to bridge the gap between physical and online retail. According to a 2022 survey, nearly nine out of ten Gen Z consumers expressed interest in VR/AR shopping experiences, such as visualizing furniture or decorations in their homes and trying new clothes, shoes, or accessories.Zoomers' simultaneous desire for personalization, competitive pricing, and sustainability creates an ideal environment for the success of direct-to-consumer (D2C) brands. In 2022, over 70 percent of Gen Z shoppers ordered from these businesses, surpassing all other generations. As trendsetters, these young consumers have the power to shape the future of e-commerce.
