How Gen Z Shopping Habits Are Transforming Ecommerce This Season

The rise of Gen Z, the cohort born between 1997 and 2012, has dramatically reshaped eCommerce. As digital natives, their shopping habits are not just evolving with technology, they are driving a complete transformation in how brands engage with consumers online. With the festive season approaching, businesses need to understand how Gen Z shops, their values, and the platforms they favor to tailor their strategies accordingly.

In this blog, we’ll dive deep into how Gen Z shopping habits are impacting eCommerce this season, and how brands can capitalize on these shifts to boost sales, engagement, and brand loyalty.

1. Mobile-First Shopping Experience

Gen Z is the most mobile-centric generation, with smartphones being their primary device for browsing, shopping, and socializing. For them, eCommerce is synonymous with mobile commerce (m-commerce). According to recent studies, over 70% of Gen Z shoppers prefer to shop on mobile devices, using social media apps and direct-to-consumer brands’ mobile apps for a more streamlined shopping experience.

What this means for brands: To meet Gen Z’s mobile-first expectations, brands need to optimize their websites for mobile users. Fast-loading pages, easy navigation, and mobile-friendly checkout are crucial to avoid cart abandonment. Additionally, offering a smooth and engaging mobile app experience can also drive customer retention.

2. Social Commerce and Influencer Marketing

Gen Z spends a significant amount of time on platforms like Instagram, TikTok, and YouTube. Social commerce, where consumers purchase directly through social media platforms, is becoming a dominant force. According to reports, 54% of Gen Z shoppers have bought a product directly through a social media platform.

Influencer marketing plays a pivotal role here. Gen Z trusts influencers, especially micro and nano-influencers, more than traditional advertising. They seek authentic, relatable recommendations from influencers who resonate with their personal values.

What this means for brands: Brands need to shift towards a social-first eCommerce approach by integrating shopping features into their social media platforms. TikTok’s “Shop Now” feature and Instagram’s product tagging are great examples. Leveraging influencer collaborations, especially with those who have a loyal Gen Z following, can help brands reach a highly engaged audience and generate conversions.

3. Personalization and Customization

Gen Z expects brands to deliver personalized shopping experiences. They value tailored recommendations and bespoke products that resonate with their unique preferences. This can range from personalized email campaigns to customized product offerings like monogrammed items or made-to-order goods.

What this means for brands: Implementing advanced AI and machine learning systems that track user behavior and offer personalized suggestions can enhance the shopping experience. From personalized email marketing to exclusive, limited-edition products, brands should focus on making their consumers feel special and understood.

4. Sustainability and Ethical Shopping

For Gen Z, values-driven purchasing is paramount. They care deeply about sustainability, ethical sourcing, and brands’ commitment to social and environmental causes. In fact, 73% of Gen Z prefers shopping from brands that align with their values, particularly those committed to eco-friendly practices and social justice.

What this means for brands: Brands need to adopt transparent practices regarding their environmental impact and supply chain ethics. Showcasing sustainability initiatives—whether through eco-friendly packaging, ethical sourcing, or carbon-offset programs—can attract Gen Z consumers. Marketing these values authentically (rather than as a marketing gimmick) is crucial to gaining their trust.

5. Experiential and Interactive Shopping

Gen Z craves experiences, not just products. They want immersive shopping experiences that go beyond browsing and clicking “buy.” This generation thrives on interactive, gamified, and AR-powered shopping journeys. Brands that can offer these innovative experiences will stand out in a crowded market.

What this means for brands: Incorporating augmented reality (AR) into the shopping experience is a great way to engage Gen Z. Virtual try-ons, 3D product views, and gamified shopping experiences are becoming increasingly popular. For example, beauty brands offering virtual makeup try-ons or furniture companies allowing customers to see how items would look in their homes are key tactics that Gen Z loves.

6. Buy Now, Pay Later (BNPL) Services

Gen Z is highly price-conscious and often looks for ways to spread out payments when shopping online. BNPL services like Afterpay, Klarna, and Affirm have gained popularity in recent years, allowing Gen Z consumers to break up payments into installments without interest.

What this means for brands: Offering BNPL options can help brands capture Gen Z’s attention, especially during high-ticket item purchases or seasonal sales. Clear communication about payment options, alongside promotions and discounts, can boost conversion rates and increase average order value.

7. Instant Gratification and Fast Delivery

Gen Z has grown accustomed to quick and seamless experiences. From streaming services offering immediate access to content, to fast-food delivery at the tap of a button, they expect eCommerce to follow suit. With quick delivery options becoming more commonplace, brands that offer rapid shipping or same-day delivery will have an edge.

What this means for brands: Brands should invest in logistics and partnerships that allow for faster shipping times. Free or discounted shipping on orders over a certain amount can further incentivize Gen Z shoppers to complete their purchases. Clear communication regarding delivery timelines, order tracking, and easy returns is essential to meeting Gen Z’s expectations for instant gratification.

8. User-Generated Content (UGC)

Gen Z places great value on authenticity, and this extends to the content they consume. UGC, or content created by consumers themselves (such as reviews, unboxing videos, and product photos), has become a key driver of trust for Gen Z.

What this means for brands: Encouraging users to share their experiences, reviews, and testimonials through social media, product pages, or dedicated hashtags helps create a sense of community around the brand. UGC acts as a form of social proof and can influence potential buyers to make a purchase.

9. Seamless Omnichannel Shopping

Gen Z expects a seamless transition between different shopping channels. Whether it’s shopping online and picking up in-store, browsing products via a mobile app, or using voice search to place an order, this generation is accustomed to a frictionless omnichannel experience.

What this means for brands: Brands must integrate their physical stores, websites, and social media presence to provide a unified experience. Features like “click and collect,” live chat support, and the ability to easily return online purchases to physical stores will help create a smooth customer journey.

Adapting to Gen Z’s Expectations

As the purchasing power of Gen Z continues to rise, brands must adapt quickly to their preferences and behaviors. This season, whether during the festive rush or everyday shopping, understanding and embracing the Gen Z shopping experience is crucial to staying relevant and competitive.

To thrive in this changing landscape, eCommerce brands need to prioritize mobile optimization, social commerce, personalization, sustainability, and seamless shopping experiences. By doing so, they can build long-term loyalty with this powerful consumer group and stay ahead of the curve in the evolving digital marketplace.

The future of eCommerce is here, and it’s being shaped by Gen Z—are you ready to meet them where they shop? Partner with Pluugin to unlock the full potential of your brand this season and beyond.