Xin Ou
Research expert covering Greater China
Gen Z online shopping behavior – statistics & facts
With an innate ability to adapt to and excel in today's digital landscape, online shopping has become a fundamental part of Generation Z's shopping experience. This generational cohort is expected to account for almost 20 percent of the global spending in 2030, and it is almost impossible to think of a scenario where online shopping is not a big part of it. With constant internet access, mastery of social media, and mobile devices at their fingertips, Generation Z's online shopping behavior has been shaped through the years with unique characteristics.
For Gen Z buyers, the use of social networks for e-commerce goes beyond acquiring the products online, being used for different stages of the shopping process. When deciding which product to buy, review videos influenced 53 percent of Gen Z to make a purchase in 2024, reflecting the significance this generation holds to digital word-of-mouth. Direct contact with the brand is also relevant for this generational cohort, with over 40 percent of social media users turning to social media platforms for customer service.
For Generation Z, e-commerce is part of their life. Easy access to products and the implementation of new technologies to improve the online shopping experience will be key to keeping this generation cohort fully invested in the digital market.
Social media: the e-commerce game changer
One of the main factors that separate Generation Z, also known as Gen Z or Zoomers, 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 vibrant commerce hub for this generation of buyers. In fact, more than half of Gen Z bought something on social media platforms in 2024. This positions the young cohort as the generation with the most consumers buying on social media, edging millennials by eight percentage points.For Gen Z buyers, the use of social networks for e-commerce goes beyond acquiring the products online, being used for different stages of the shopping process. When deciding which product to buy, review videos influenced 53 percent of Gen Z to make a purchase in 2024, reflecting the significance this generation holds to digital word-of-mouth. Direct contact with the brand is also relevant for this generational cohort, with over 40 percent of social media users turning to social media platforms for customer service.
The rise of AI in the online shopping process
Growing up in an era marked by rapid technological advancement, Zoomers are not only used to adapting to changes, but also to welcoming them. In 2024, almost 75 percent of Generation Z consumers were interested in using artificial intelligence (AI) during the shopping process. This share was the highest among all generations, exceeding the one from overall consumers by more than 15 percentage points. Gen Z consumers, constantly looking for uniqueness and personalization, have found in generative artificial Intelligence (GenAI) a great opportunity to improve their online shopping experience. One of the main features Gen Z consumers anticipated was the ability of GenAI's to offer customized fashion and home decoration recommendations based on individual style and preferences.For Generation Z, e-commerce is part of their life. Easy access to products and the implementation of new technologies to improve the online shopping experience will be key to keeping this generation cohort fully invested in the digital market.
