Gen Z Online Shopping Trends: 7 Behaviors Brands Need to Know
7 Gen Z shopping behaviors reshaping e-commerce, from mobile-first checkout to creator-led discovery, that brands can’t afford to ignore.
Today, Gen Z is the main driver for what online shopping looks like. From mobile-first behavior and creator influence to value-driven buying and social commerce, these shifts are forcing brands to rethink how they sell.
Gen Z (those born between 1997 and 2012), part of what we call the New Majority, is reshaping e-commerce. Their tech-savviness, adherence to values and purpose, and appetite for personalized experiences are dictating the future of retail. Recently, I sat down for a podcast conversation with Eitan Koter, CEO of Vimmi and host of the “eCom Pulse Podcast,” to discuss how this new generation of consumers is impacting e-commerce.
A Tech-Savvy Generation Looking for Smooth Online Experiences
Gen Z’s fluency in technology is unmatched. Having grown up in an on-demand world where smartphones, apps, and social media platforms are the norm, this consumer group has high expectations for their online shopping experiences.
They demand fast load times, intuitive product recognition, and personalized browsing. They are also looking for a smooth omni-channel experience where their mobile devices can become like personal shoppers when in-store. Convenience at checkout is non-negotiable, as the popularity of digital wallets like Apple Pay shows.
Not paying attention to details throughout the consumer journey could hurt digital retailers, as this generation will swiftly turn to competitors if their high expectations are not met.
Values and Purpose Matter… For Real!
Gen Z cares deeply about values and is looking for brands that align with their thinking. Sustainability, ethical sourcing, and transparent brand business practices are examples of what ranks high on their list of priorities.
Being the most diverse generation in history, Gen Z also expects the brands they trust and shop to offer products that cater to different sizes, skin tones, and preferences. That expectation is part of a bigger shift in brand building, where identity, trust, and values matter as much as the product itself.
Because of how value-driven they are, it behooves e-commerce brands to be transparent and show their socially responsible initiatives in fun and relatable ways.
One brand that does so in a fun way is “Lucy & Yak,” a British clothing brand “leading the comfort movement.” They openly and regularly connect with their customers on social media and have a blog where they discuss their ethical and eco-friendly practices.
Social Media: The New Marketplace
Social media’s role for Gen Z goes beyond connectivity and community. These platforms now play an even greater role in shaping their shopping behaviors and experiences.
Brands need to live where this generation lives, which is on TikTok, Instagram, and similar platforms that are playing a huge part in their shopping experience, whether directly through social commerce or indirectly through influencer recommendations.
For advertisers, social media is the new word-of-mouth (WOM) at scale. The phrase “TikTok made me buy it” sums up the influence of social commerce and influencer recommendations.
As a result of the powerful impact social media can have, more and more brands are leaning in and interacting directly with their customers through social platforms. A great example is Glossier, a direct-to-consumer beauty brand, which has mastered this art, engaging Gen Z through share-worthy events and using user-generated content (UGC) to build community and brand loyalty.
Gen Z’s E-Commerce Imprint
Gen Z is actively molding e-commerce to their preferences and ideals.
Their preferences and values are setting new standards for retailers and brands, especially on social media, the new marketplace and market driver. As e-commerce continues to evolve through video commerce, social commerce, and live shopping, understanding and adapting to the needs and wants of this generation are key to any company’s success.
To really understand why this generation responds the way it does, it helps to look at the major events that shaped Gen Z and the world they grew up in.
Listen to my complete interview below with Eitan.
Related Reading
The 3 + 2 Rule: How to Reach Gen Z Online Shoppers
The Future of Retail: How AI Is Reshaping Customer Engagement
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