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Favorite product categories among Generation Z online shoppers in selected countries in 2025, by country

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Source

Release date

December 2025

Region

Worldwide, Australia, Brazil, China, Germany, Japan, United Kingdom, United States

Survey time period

2025

Number of respondents

varies by country

Special properties

residential online population born between 1995 and 2012

Supplementary notes

Consumers participated in the survey in the following countries: 12,109 from Australia, 12,067 from Brazil, 24,996 from China, 35,991 from Germany, 12,108 from Japan, 7,025 from South Africa, 23,623 from the United Kingdom, and 60,261 from the United States.

During the survey, the question was phrased as follows: "Which of these items have you bought online in the past 12 months?"

Multiple answers were possible.

* Excluding downloads.

** Example: TV, smartphones.

*** Excluding restaurant deliveries.

Citation formats

Generation Z favorite online shopping product categories worldwide 2025, by country

Published by
F. Watty,
Jan 14, 2026

In China, ** percent of Gen Zers bought clothing online, according to a 2025 survey. This product category was the most purchased online in all the countries analyzed.

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