Digitalization has revolutionized our shopping habits, but this change has become most palpable among Generation Z. Those born between the mid-90s and early 2010s have grown up surrounded by technology, becoming true digital natives and changing the rules of the game in both physical and online stores. Companies, brands, and e-commerce businesses are forced to reinvent their offerings to connect with, convince, and retain this demanding and ever-changing group.
Truly understand How Generation Z shops in online stores It goes far beyond analyzing sales figures: it involves analyzing their motivations, concerns, fears, priorities, favorite channels, and how they interact with brands. Omnichannel, the influence of social media, immediacy, and ethical factors are just some of the key factors that influence their purchasing decisions. If your goal is to capture these young people's attention, retain them, and get them to return, it's essential to thoroughly understand what they're looking for and what they reject.
Who are Generation Z consumers?
Generation Z is made up of boys and girls born approximately between 1997 and 2012They are the first generation not only to have grown up with the internet and smartphones, but to have normalized their use since childhood. Digital technology is part of their DNA. 77% of young people between 16 and 24 years old in Spain make purchases online., a figure that continues to rise every year, according to the latest national and international studies.
The curious thing is that although most people prefer online shopping, they do not deny the physical experience. More than 67% regularly visit physical stores, a figure similar to that of other generations. The nuance is that these young people use both channels in a complementary and habitual way. For a Z, the purchasing journey is omnichannel: They study, research, and compare online, but enjoy touching, trying, or picking up the product in a traditional store if possible.
Online and offline shopping habits: omnichannel and phygital experience
The so-called “phygital” experience is the big trend in Generation Z purchases. This term, which fuses the physical and the digital, reflects the mixed behavior of this group: for branded products, the 52% prefer the official physical store, looking for personalized and direct treatment, while to acquire multi-brand or second-hand products they mostly choose digital marketplaces like Amazon, Wallapop or Vinted.
What do they do before buying? Zs don't rush into impulse purchases. They analyze, research, and seek information. on websites, apps and especially on social networksThey value the opinions of micro-influencers, the brand's reputation, reviews from other users, and transparency in returns, shipping, and payment policies. Learn how to buy from ChatGPT It may be a strategy that helps you better understand your decision-making processes. Micro-influencers play a key role, as young people trust more those who have smaller, more authentic communities.
Another notable phenomenon is the webrooming: the practice of searching for products online and then purchasing them in a physical store. Approximately 34% of Generation Z makes this type of combination According to several studies, this behavior forces companies to offer a seamless and consistent experience across all channels.
Social media: the engine of influence and discovery
Social platforms are not just a showcase, but the true driving force behind discovery and purchasing decisions among young people. According to recent data, 70% of Generation Z makes purchasing decisions influenced by what they see on social media. like Instagram, TikTok or Pinterest. Here they not only discover products, but also They interact directly with brands, participate in live shopping, receive real-time support and see reviews or recommendations from their peers.
The social shopping or social commerce are growing at a rate of 31% annually, and more than 83% of Generation Z has purchased at least once through social mediaFor them, direct communication, personalized messages, and immediacy are differentiating factors compared to traditional channels. It's also important to highlight their skepticism: although they trust influencers, they also value authenticity and are concerned about the security of their personal data.
What types of products and services does Generation Z prefer?
This generation invests mainly in electronics, technology, fashion, footwear and wellnessThe latest data show that:
- 52% of Zs prioritize the purchase of electronics and technology (mobile phones, gadgets, video games)
- 37% prefer health and well-being (cosmetics, self-care, sports)
- 50% buy more clothing and footwear online than other products
- La buying second-hand products (electronics, clothing, cars) is on the rise, motivated by both savings and ethical and environmental awareness
Additionally, the subscription model It is gaining ground among younger people, who value the advantages of paying a fee to access products or services (streaming, shipping, refunds, etc.) and obtaining exclusive benefits, such as discounts or limited products.
Payment models and expectations: speed, flexibility, and security
One of the most valued characteristics by Generation Z is immediacy and flexibility in payments. The method Buy Now, Pay Later (BNPL) or “Buy now, pay later” has a consolidated use (up to 62% have already used it) and 44% prefer this system for their regular purchases. The preference for digital wallets (such as Bizum, Apple Pay or Google Pay) is clear: 82% use them and even 65% would abandon a purchase if they couldn't find their preferred payment method..
Ethics, sustainability and social responsibility in the purchasing decision
Generation Z is one of the most committed to ethical, environmental and social justice values. They not only demand transparency from brands, but 33% would stop buying from a company if it did not match their values, especially on issues such as sustainability, employee treatment, racism, and equality.
This concern translates into consumer habits: they buy more responsible products (cruelty-free cosmetics, recycled clothing, vegan food, etc.) and opt for second hand to reduce their ecological footprint and save money. Brands that communicate honestly and demonstrate their commitment gain points among this group, which seeks authenticity and consistency between what is said and what is done.
Loyalty, trust, and personalized experience: the new challenge for brands
Unlike previous generations, Young Z are not particularly loyal to a brand out of tradition. Their loyalty depends on trust, experience and customer service. The PYMNTS Intelligence report highlights that 43% of Zs prefer to buy directly from brands, valuing transparency and trust over price, unlike millennials or baby boomers, who prioritize the economy.
To retain these customers, brands must go beyond discounts and one-off promotions. Personalized attention, a agile and multi-channel customer service (including live chat and social media responses) and the ability to personalize products or messages are key to achieving the desired emotional connection. Get tips for shopping safely and offering unique experiences on the web are strategies that bring young consumers closer.
Innovation: New formulas and trends in online shopping Z
Innovation is another essential element in the purchasing equation for Zs. Some of the most successful formulas are:
- Live Shopping: Live shopping through social media where influencers or sellers themselves show and test products, answering questions in real time.
- Voice shopping: the use of assistants such as Alexa, Siri or Google Assistant to search, compare and buy products. 68% are interested in receiving AI recommendations or virtual assistants, while more than half have already purchased by voice.
- P2P (peer-to-peer) stores: models without intermediaries where consumers themselves can sell and buy directly, exchanging experiences, products or services, promoting a more collaborative and decentralized environment.
- Physical shopping centers: Spaces that integrate the physical and virtual, offering leisure, entertainment, and technology experiences, where Zs go to shop, socialize, and create digital content.
