*Consumers participated to the survey in the following countries: the US, UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, and Greece.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
The source does not provide a release date, the date used is that of last access.
Citation formats
Gen Z who would choose to shop mostly online vs. offline worldwide 2023, by category
As of the first quarter of 2023, the main categories that Gen Z shoppers would mostly shop for online if they could choose freely were entertainment and fashion. On the other hand, Gen Z consumers would mostly shop for in-person groceries, pharmaceuticals, and home and garden.
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Klarna. (January 11, 2024). Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1395173/gen-z-shoppers-online-vs-instore-preference-by-category/
Klarna. "Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category." Chart. January 11, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1395173/gen-z-shoppers-online-vs-instore-preference-by-category/
Klarna. (2024). Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1395173/gen-z-shoppers-online-vs-instore-preference-by-category/
Klarna. "Channel in Which Gen Z Shoppers Would Do Most of Their Shopping If They Could Choose Freely Worldwide in Second Quarter 2023, by Category." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 11 Jan 2024, /statistics/1395173/gen-z-shoppers-online-vs-instore-preference-by-category/
Klarna, Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category ÌÇÐÄÆƽâ°æ, /statistics/1395173/gen-z-shoppers-online-vs-instore-preference-by-category/ (last visited July 26, 2026)
Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category [Graph], Klarna, January 11, 2024. [Online]. Available: /statistics/1395173/gen-z-shoppers-online-vs-instore-preference-by-category/
