Gen Z online shopping behavior – statistics & facts
With an innate ability to adapt to and excel in today's digital landscape, online shopping has become a fundamental part of Generation Z's shopping experience. This generational cohort is expected to account for almost 20 percent of the global spending in 2030, and it is almost impossible to think of a scenario where online shopping is not a big part of it. A 2026 survey found that Gen Z online shopping rates exceeded 95 percent in most countries surveyed. With constant internet access, mastery of social media, and mobile devices at their fingertips, Generation Z's online shopping behavior has been shaped through the years with unique characteristics.
Social media: where Gen Z discovers and buys
One of the main factors that separates Generation Z, also known as Gen Z or Zoomers, from the preceding generations is the rise of social media within their lifetime. Not only have these platforms connected individuals, but they have also become a vibrant commerce hub for this generation of buyers. Notably, Gen Z social commerce adoption varied widely by country, with rates exceeding 75 percent in several Southeast Asian markets as of 2026. For Gen Z buyers, the use of social networks for e-commerce goes beyond acquiring the products online and is used for different stages of the shopping process. When deciding which product to buy, review videos influenced over half of Gen Z to make a purchase in 2024, reflecting the significance this generation holds to digital word-of-mouth. Direct contact with the brand is also relevant for this generational cohort, with over 40 percent of Gen Z social media users turning to social media platforms for customer service.
AI tools moving from curiosity to habit
Growing up in an era marked by rapid technological advancement, Zoomers are not only used to adapting to changes but also to welcoming them. By 2026, over four in ten Gen Z consumers reported using AI chat tools frequently when shopping online, signaling a shift from interest to routine. Gen Z consumers, constantly looking for uniqueness and personalization, have found in generative artificial intelligence (GenAI) a great opportunity to improve their online shopping experience. Among the features Gen Z consumers anticipated most from GenAI were tools that aggregate product searches across platforms and AI-enabled chatbots. Still, only about a third of Gen Z said they were likely to let AI make shopping decisions on their behalf, suggesting trust remains a work in progress.
For Generation Z, e-commerce is part of their life. The growing excitement around AR and VR shopping experiences in markets like Thailand and India hints that immersive technology could be the next frontier, keeping this generational cohort fully invested in the digital market.
