Meet the Gen Z Consumer: Who is Gen Z, and How Do They Shop?
Gen Z, comprising individuals born between 1997 and 2012, has become a formidable force in the retail world. Growing up as digital natives, these shoppers are well-acquainted with technology, social media, and eCommerce platforms. They live in a reality shaped by economic challenges such as the rising cost of living and student debt, yet they control a significant and growing amount of buying power.
Practical, digitally-savvy, and conscious of the impact of their purchases, Gen Z expects brands to align with their values, particularly around diversity, inclusion, and sustainability. And while they value authenticity, customer loyalty isn’t guaranteed; brands must consistently deliver ethical practices, transparency, and meaningful engagement to earn it.
How Do Gen Z Consumers Shop: Habits, Frequency, Drivers
Gen Z favours online shopping for its efficiency, flexibility, and affordability, which seamlessly aligns with their digital-first lifestyle and expectations for convenience, speed, and personalised, on-demand experiences.
How often does Gen Z shop online?
Gen Z shopping habits reveal how deeply integrated eCommerce is in their lives. Nearly half of Gen Z teens and 59% of adults in the US shop online at least once a week.
A notable portion of this demographic shops online even more frequently, with some browsing and purchasing twice a week or more. Only a small minority steer clear of eCommerce altogether.
This demonstrates that online shopping is a routine and integral part of Gen Z consumer behaviour, with the majority shopping online frequently and making a substantial portion of their purchases via eCommerce.
Where do Gen Zers prefer to shop and why is it online?
Gen Z prefers to shop online due to the high value they place on convenience, speed, and price. Let’s break it down below:
1. Convenience is keyShopping online allows buyers to avoid waiting in queues or limited business hours. This convenience resonates with Gen Z, who value the ability to shop anytime, anywhere. Seamlessly designed platforms with streamlined checkout processes, mobile accessibility, and various payment options, such as buy-now-pay-later, make online shopping even more attractive to them.
2. Speed gets your brand ahead of competitorsFast delivery has become a non-negotiable expectation among Gen Z shoppers. Thanks to services like Amazon Prime, quick shipping has set a standard that eCommerce businesses must meet. Any delays or hefty shipping fees can be deal-breakers for this consumer group.
3. Cost-effectiveness is a priorityGen Z has a keen eye for affordability. They routinely compare prices across multiple platforms, hunt for discounts, and wait for promotions before making a purchase. Beyond price, they also consider the value equation, including product quality.
What Products Do Gen Z Buy Most?
Gen Z buys a wide variety of products online, with some categories consistently leading:
Top product categories that Gen Z are currently buying
What are emerging Gen Z trends and product categories?
Groceries are increasingly purchased online, particularly fresh produce and convenience products, such as prepared meals, and alcoholic beverages are more likely to be purchased online by Gen Z consumers than older generations.
Home and Garden products, like furniture and décor, are gaining traction as the cohort of Gen Z consumers grows older and starts living independently.
Sustainable Goods are enjoying growth in interest, although they’re not always a top category by volume. Two-thirds of US Gen Z teens are open to shopping for previously owned items, reflecting a shift in focus towards sustainability and a circular economy.
Personalised Products — from customised accessories to tailored skincare — appeal to Gen Z’s desire for individuality and unique experiences. The technology often at the centre of personalisation, using real-time data, Artificial Intelligence (AI), and DNA testing to craft bespoke solutions, also speaks to Gen Z as digital natives and early adopters.
Where Does Gen Z Prefer to Shop?
Gen Z primarily shops online at major retailers, with 73% of US Gen Z teens shopping at Amazon in 2023. Mass merchandisers like Target and Walmart follow closely at over 50%.
Clothing, beauty, and electronics retailers, such as H&M, Sephora, and Best Buy, are also popular. Additionally, social platforms are rising fast as an option to make purchases, with many Gen Z teens discovering and purchasing products via Instagram or similar channels.
Why is mobile-first key?
Gen Z’s lives are stored almost entirely on their phones. An overwhelming majority of Gen Z use mobile devices to shop online, far outpacing their use of laptops or tablets. Retailers with mobile-optimised apps, frictionless checkout, and exclusive mobile deals are ahead of the game.
How Gen Z is changing retail and the power of omnichannel shopping
Despite their digital-first tendencies, Gen Z still values in-store experiences. A seamless approach that integrates online and offline shopping is therefore vital. This includes options like “buy online, pick up in store” (BOPIS), QR codes for in-store browsing, and mobile apps with perks for in-person shoppers.
For example, mass merchandisers and clothing retailers that provide integrated online and offline experiences are popular among this group, because Gen Z often compares prices online, while shopping in-store and appreciates features that let them reserve items or access digital product info.
What Drives Gen Z Purchasing Decisions?
Gen Z’s shopping habits, both online and offline, are driven by digital fluency, practicality, and strong values. They prioritise convenience, authenticity, and purpose, making purchase decisions based on ease, ethics, and alignment with their personal identity and beliefs.
• Practicality and research shape how Gen Z shopGen Z approaches shopping with intention and practicality. They routinely compare brands and products before making a purchase. They are also open to buying pre-owned or second-hand items, if it means they can save money, while simultaneously acting sustainably.
• There’s a clear preference for a digital-first approachAs true digital natives, Gen Z prefers mobile-first shopping experiences and often discovers products through social media. They actively engage with brands online and expect fast, seamless, and highly convenient digital interactions across channels.
What values influence Gen Z’s buying choices?
Gen Z’s values play a central role in their buying decisions.
1. Ethics and Transparency matter deeply; 45% of Gen Z adults participated boycotting a brand between October 2024 and April 2025, and would even avoid brands that behave unethically, if they offer a price advantage.
2. Alignment with Personal Values, such as diversity or sustainability, helps build brand trust. For example, Gen Z consumer trends show that almost 60% of US Gen Z adults prefer to be associated with brands that align with their own values.
3. Commitment to Sustainability is crucial, with many willing to pay more for eco-friendly choices, provided the price remains reasonable.
Does Gen Z value brand loyalty?
Gen Z’s loyalty is conditional. While well over half of them say they might stick with trusted brands, they are quick to pivot if a brand’s values don’t align with theirs.
Loyalty isn’t just about loyalty points; it’s about relevance, meaningful engagement, and shared ethics. Customer loyalty with Gen Z consumers must therefore be earned through consistent, transparent, and value-driven actions.
If their demands aren’t met, then Gen Z shopping behaviour shows that they are more likely than previous generations to boycott certain brands, or reduce their purchases.
How Does Gen Z Use Social Media for Shopping?
Social media plays a central role in shaping Gen Z shopping behaviour. It serves not only as entertainment but also as a key channel for discovering, researching, and buying products. Platforms like TikTok or Instagram often mark the beginning of their shopping journey. In Germany, almost 100% of Gen Z use social media and have used it to discover fashion items there before purchasing. In the US, Gen Z also utilise social media platforms to find products, highlighting the generation’s deep integration of social media and commerce.
What influences Gen Z buying decisions? — The power of influencers
For Gen Z, influencers are trusted guides who shape purchasing decisions. Whether through TikTok challenges, Instagram stories, or YouTube reviews, influencers provide relatable recommendations that resonate much like word-of-mouth from a friend.
In Germany, 33% of Gen Z fashion shoppers look to influencers for inspiration, and nearly half have bought a product because of an influencer recommendation.
How can nostalgia marketing influence Gen Z purchases?
It is also interesting to note that nostalgia campaigns that tap into ’90s and 2000s trends offer brands an emotional connection with Gen Z. Combined with authentic influencer posts, this strategy drives engagement by invoking a sense of familiarity while keeping things fresh.
What Do Gen Z Consumers Value and How Can You Meet Their Needs?
1. Be Authentic and TransparentGen Z rejects polished corporate brand personas in favour of honest, relatable interactions. Behind-the-scenes content, founder stories, and open discussions about processes that clearly communicate business practices, supply chains, and pricing can help to build trust.
2. Highlight Sustainability and the Social Responsibility Your Business Takes OnSustainability isn’t just a buzzword for Gen Z consumers. Demonstrating tangible, eco-friendly efforts backed by data or certifications avoids greenwashing and solidifies trust. To prove your claims, you can use tech like QR codes for traceability.
3. Innovate with Omnichannel EngagementCombine mobile-first strategies with in-store experiences to offer a holistic brand presence that adapts to Gen Z shopping habits and their browsing behaviour.
For example, buy online, pick up in store (BOPIS), easy returns, and QR codes in-store for online ordering can make the transition between digital and physical experiences frictionless.
4. Personalise the ExperienceGen Z appreciates curated experiences, such as tailored recommendations and co-creation. The ability to vote on designs or try out products virtually through augmented reality can create stand-out experiences for Gen Z buyers.
5. Leverage Social CommercePlatforms like Instagram and TikTok streamline the purchase process, making it easier for Gen Z to act on impulse.
In fact, 60% of TikTok users in the UK have bought a product or service directly from a social media platform, as have 40% of US Americans.
For more insight on the rising power of social commerce in the retail industry, read our article From Scroll to Sale: The Growing Social Commerce Industry.
Are You Ready to Connect with the Gen Z Consumer?
Gen Z, consciously or not, is transforming the eCommerce landscape. They are practical, digitally engaged, and highly value-driven, and they expect businesses to be just as dynamic and value-driven.
Brands that can innovate, engage authentically, and take a digital-first approach while still offering a seamless link between online and offline shopping will not only capture Gen Z’s attention but also earn their trust.
The question is, how will your brand rise to the occasion?
Continue your discovery of Gen Z as a crucial consumer cohort by exploring our full range of Gen Z Consumer Research on the Mintel Store.
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