Gen Z, the group following the millennials, is quickly establishing its footprint in the digital shopping arena. With a purchasing power amounting to $360 billion, they’re an influential segment in the retail market.
In the U.S., over half (52%) of Gen Z individuals show a preference for online shopping, and interestingly, 38% of them begin their product search on Google.
Let me begin with some interesting Gen Z online shopping statistics, including Gen Z spending habits, spending power, and more. 🌐🔍
Gen Z Online Shopping Statistics: The Key Data
- Gen Z consumers have $360 billion in purchasing power.
- 52% of Gen Z in the US prefer to shop online, while 48% prefer to shop in-store.
- 32% of Gen Z consumers shop online at least once a day, compared to 25% of millennials, 15% of Gen X, and 7% of baby boomers.
- Gen Z is 2X more likely to use an online-only store or brand website than any other generation.
- 96% of surveyed Gen Z consumers in the United States reported shopping online at least once a month in the first quarter of 2023.
- 58% of Gen Zers have increased their online grocery shopping.
- 51% of Gen Z cited price comparison as the leading advantage of online shopping.
- 54% of Generation Z say they will only shop online in the next decade.
- 43% of Gen Z consumers surveyed begin their online product searches on TikTok.
- 38% of Gen Z start their product searches on Google, compared to 36% on Amazon.
Sources: (GWI, Yahoo, SurveyMonkey, ICSC, The Influencer Marketing Factory, Food Institute)
Table of Contents
Digital Divide: 52% of US Gen Z Shop Online, 48% Still Prefer Physical Stores
|Maintain a balanced online and in-store presence||Gen Z’s near-equal online and in-store preference calls for a hybrid approach.|
|Offer seamless online-to-offline shopping experiences||Catering to both shopping preferences can boost Gen Z engagement.|
|Continuously improve online and physical stores||The split preference highlights the need for excellence in both domains.|
|Employ omnichannel marketing strategies||Reaching Gen Z effectively requires diverse and integrated marketing channels.|
Gen Z’s Daily Digital Habit: 32% Shop Online At Least Once Daily
|Ensure website availability and stability||High frequency of online shopping among Gen Z demands reliable platforms.|
|Deploy daily online marketing strategies||Given Gen Z’s daily online shopping habits, frequent marketing can maximize exposure.|
|Provide fresh, daily online content||Regular content updates can keep Gen Z consumers engaged and returning.|
|Implement robust data analytics||The daily online shopping trend suggests valuable data generation for market insights.|
Influencer Power: 58% of Gen Z Buy Based on Social Media Recommendations
|Incorporate influencer marketing into strategies||Influencers’ recommendations significantly drive consumer purchases.|
|Carefully select influencers who align with brand values||The right influencers can enhance brand credibility and reach.|
|Measure the impact of influencer marketing||Given its influence, its effectiveness should be regularly evaluated.|
|Develop partnerships with social media influencers||Establishing long-term collaborations can lead to sustained consumer interest.|
Social Media Sway: 85% of Gen Z Say It Impacts Purchase Decisions
|Enhance social media marketing strategies||Social media significantly influences Gen Z’s buying decisions.|
|Utilize various social media platforms||The diversity of social media impacts indicates a need for a multi-platform approach.|
|Invest in social listening tools||Understanding Gen Z’s social media discussions can guide marketing efforts.|
|Foster authentic social media interactions||Genuine engagement on social platforms can enhance brand reputation and trust.|
TikTok, Instagram Lead: 45% Gen Z Cite Them as Key Purchase Influencers
|Maximize marketing efforts on TikTok and Instagram||These platforms influence almost half of Generation Z’s buying decisions, highlighting their importance for targeted advertising.|
|Utilize YouTube for additional outreach||Its significant influence on Generation Z’s purchasing decisions makes it a valuable marketing tool.|
|Diversify social media marketing strategies||The varied influence of different platforms suggests the need for a multi-platform social media strategy.|
The data highlights the critical role of specific social media platforms, particularly TikTok and Instagram, in shaping Generation Z’s purchasing decisions. A diversified social media strategy encompassing these platforms can effectively engage this demographic.
Inspiration Source: 97% of Gen Z Draw Shopping Ideas from Social Media
|Prioritize social media for product showcasing||With 97% of Gen Z getting shopping inspiration from social media, a strong presence is vital.|
|Leverage influencers and trendsetters||As social media is a key inspiration source, collaborations can boost product visibility.|
|Incorporate user-generated content in marketing||Authentic content on social media can motivate Gen Z purchases.|
|Monitor trending topics on social media||Keeping up with social media trends can provide fresh marketing insights.|
Source: The Influencer Marketing Factory
Convenience Crowns: 45% Gen Z Say It’s the Top Reason for Online Shopping
|Enhance e-commerce platform usability||As 45% of Gen Z values online shopping convenience, intuitive interfaces are essential.|
|Prioritize fast shipping and easy returns||These services contribute to the overall online shopping convenience.|
|Offer a wide range of products online||Convenience is boosted by extensive online product availability.|
|Provide efficient customer service online||Quick and effective support contributes to a convenient online shopping experience.|
Source: Food Institute
E-grocery Trend: 28% of Gen Z Now Opt for Online Grocery Shopping
|Expand online grocery offerings||With 28% of Gen Z buying groceries online, this sector holds potential for growth.|
|Implement user-friendly grocery shopping apps||Given the digital preference, easy-to-use apps can improve the shopping experience.|
|Ensure reliable delivery for online grocery orders||Timely and accurate delivery is crucial in maintaining customer satisfaction.|
|Offer promotions and discounts on online grocery purchases||Such incentives can boost online grocery sales among this demographic.|