Among the categories listed, clothing and shoes stood out as the most frequently purchased by Gen Z consumers as of the second quarter of 2023, with ** percent shopping for them monthly. Entertainment and electronics followed closely, with ** and ** percent of respondents. Conversely, the category with the lowest frequency of purchases by Gen Z consumers during the same period was home and garden, with only ** percent of respondents buying products within that category every month.

In China, ** percent of Generation Z bought shoes online, according to a 2024 survey. This product category was the most purchased online in all the countries analyzed.

In the first quarter of 2023, about ** percent of surveyed Gen Z consumers in the United States reported shopping online at least once a month. Additionally, roughly ********* (** percent) of respondents revealed they bought over the internet once a day or more.

According to a survey in 2024, reading customer reviews before making a purchase was done by ** percent of Gen Z respondents in the United States. Using a discount code or coupon at checkout was also a common practice in this generation.

Review videos led *** of Generation Z respondents to make a purchase in 2024, according to a survey. Haul videos were the second-most influential content, leading one-out-of-five Generation Z respondents to a purchase.

In a 2022 global survey, nearly a quarter of Gen Z consumers said that "likes" or good comments through social media would increase their likelihood of buying a product online. The second most influential factor was click-and-collect delivery, with ** percent of respondents, followed by exclusive content.

In the first quarter of 2023, the United States had the highest share of Gen Z consumers who had participated in a live-streaming shopping event by a large margin, with ** percent. For comparison, Australia was next in line with ** percent. On the other hand, Poland and Portugal had the lowest share of Gen Z consumers who had participated in live commerce over the same period, with ** and * percent of respondents, respectively.

Almost ** percent of European Millennials and Generation Z were influenced by complete and transparent product descriptions when choosing a favorite website, according to a 2024 survey. Furthermore, nearly ********** of respondents considered free delivery as an influential factor.

China’s Generation Z has become the primary driver of the country’s e-commerce growth in recent years. In November 2021, more than ** percent of China’s new e-commerce users were Generation Z.
China’s Gen-Z online population A generation born as digital natives, Gen Z in China showed a strong attachment to the internet from an early age. As of September 2021, the monthly active Gen-Z mobile internet users surpassed *** million. The internet has become a significant means for expressing themselves and making connections. In a 2020 survey, more than ** percent of Gen-Z respondents named online shopping and online gaming as their hobbies.

Gen-Z online shoppers When it comes to shopping, e-commerce had overtaken brick-and-mortar stores to be Gen-Z’s favorite in China. Nearly ** percent of China’s Gen-Z shopped primarily online, and another ** percent used hybrid channels. Mobile Taobao, JD.com, and Pinduoduo were the leading online shopping platforms for China’s Gen-Z consumers.

Social media's influence on Gen Z shopping habits has surged dramatically in recent years. A 2024 survey reveals that ** percent of Gen Z consumers discovered new products or brands through social media influencers, up from ** percent in 2023. This shift underscores the growing importance of digital platforms in shaping consumer behavior, particularly among younger demographics. Beauty and personal care e-commerce growth The rising impact of social media on Gen Z purchasing decisions aligns with broader trends in e-commerce, particularly in the beauty and personal care sector. Global revenue in this market is forecast to increase by ***** percent between 2024 and 2029, reaching a new peak of ****** billion U.S. dollars. This growth trajectory suggests that the digital landscape will continue to play a crucial role in consumer discovery and purchasing habits. Payment preferences among young consumers Traditional payment methods remain popular among Zoomers. A survey across North America, Europe, and Latin America found that debit and credit cards are still preferred by Gen Z for online shopping and travel bookings. However, younger consumers are showing a growing demand for diverse payment options, indicating potential shifts in the e-commerce landscape as digital wallets gain prominence, particularly in Asia-Pacific markets.

In the first quarter of 2023, the shopping journey of Gen Z consumers began predominantly in online stores, as reported by ** percent of respondents. Following closely behind were search engines, mentioned by ** percent of respondents, and physical stores, cited by ** percent. It is worth noting that digital channels accounted for **** out of the top five most popular choices among consumers.

In the first quarter of 2023, mobile phones were the most popular device for online shopping by Gen Z consumers, with a usage share of ** percent. Computers were the next most used device to purchase online amongst Gen Z buyers, with a slightly lower usage rate than mobile phones at ** percent, while Tablets represented just * percent.

In the United Kingdom (UK), millennial shoppers were the group purchasing clothing and shoes the most online. A total ** percent of millennials, aged 27 to 42, reported shopping mostly online for clothes and shoes in the 2nd quarter of 2023. Gen Z shoppers followed, with ** percent mostly shopping online for their apparel.

When asked which social media platform they had used for shopping and/or product discovery in the past month, more than half of surveyed U.S. Gen Z respondents cited TikTok and Instagram. Furthermore, nearly ***** in *** mentioned TikTok as their go-to platform for these activities, while ** percent chose Instagram.

As of the first quarter of 2023, Gen Z consumers in all but one of the surveyed countries preferred to do most of their shopping online rather than in-store, with New Zealand being the exception. In the United States, for example, nearly **** of the respondents said they would do most of their shopping online if they could choose freely.

According to a survey conducted in 2023 in the Asia-Pacific region, about ** percent of generation Z consumers valued a wide product variety the most when shopping online. In comparison, good customer service was the core consideration for only ***** percent of Gen Z consumers in the Asia-Pacific region when shopping online.

While computer and mobile shopping were behaviors already adopted by at least ********* of global consumers before COVID-19, the pandemic gave a boost to a variety of e-commerce technologies and services. Among Gen Z and millennials surveyed in 2022, ** percent said they had adopted contactless payment methods during the coronavirus and continued to use them after the crisis. In contrast, ** percent said they did so during the health emergency but no longer use them. Moreover, the COVID pandemic also drove the uptake of delivery alternatives such as Buy Online, Pick-up in Store (BOPIS) and curbside pickup.

In 2021, ** percent of baby boomers preferred in-store shopping, while only ** percent chose online shopping as their primary method of buying. Many millennials and Generation Z shoppers also opted for in-store shopping but showed a way greater interest in hybrid buying methods, at a rate of ** and ** percent, respectively. Favorite brands among young shoppers When comparing male and female Generation Z shoppers in terms of brand preferences in the United States, it was apparent that both groups enjoyed many of the same household names. For instance, brands such as Amazon, Walmart, YouTube, and Netflix appeared on both lists, making them some of the generation’s most popular brands. That said, preferences were far from identical: more Gen Z women liked Doritos, Oreo, and KitKat, while a higher number of Gen Z men had a favorable opinion of Gatorade, PlayStation, and Nike. Sustainable considerations Climate change is a hot topic and is on many consumers’ minds in recent years. As such, a considerable share of people in the United States, and around the world, have started taking up more sustainable habits. For example, many have adapted their shopping and consumption behavior: according to a survey conducted in early 2022, more than half of consumers worldwide planned to avoid buying new goods for sustainability reasons, perhaps intending to buy secondhand or repair the goods they already owned instead.

As of October 2024, a survey revealed that clothing and shoes were the most popular product categories among Gen Z online shoppers in Italy. Another ** percent of surveyed Gen Z shoppers bought books, movies, music and games over the previous 12 months.

In South Korea, almost ** percent of Generation Z respondents bought food and beverages online, according to a 2024 survey. China was the country with the second-highest share, with one out of three of Generation Z respondents buying products under this category. Statista Consumer Insights offers you all the results of our exclusive Statista surveys, based on more than ********* interviews.