Discover the current landscape of the US Gen Z online shopping market, and discover trends and opportunities within this sector. This report examines Gen Z online shopping behaviors, attitudes towards shopping online, and the impact of economic factors on Gen Z adults and teens. Use Mintel’s market intelligence to become more informed and able to tackle the challenges facing your industry. Read on to discover our insights.
Gen Z are avid online shoppers who, thanks to smartphones, are able to shop anywhere, anytime. According to Mintel’s comprehensive market research, 79% of Gen Z adults and 71% of Gen Z teens used a smartphone to shop online in the past 12 months. This consumer behavior has created an opportunity for brands and retailers to utilize online channels to drive discovery, engagement and, ultimately, purchases.
However, the negative economic outlook has impacted Gen Z’s online spending habits. Gen Z consumers are likely to make use of online channels to search out the best deals, so brands and retailers will need to be seen to deliver value, be it through promos, free shipping or flexible payment plans. Beyond product price, a key area of concern for Gen Z when shopping online is social responsibility. Moving forward, brands and retailers will find themselves increasingly challenged around key areas of concern for Gen Z.
Gen Z teens and adults are in different phases of their lives and therefore differ when it comes to spending habits and sources of spending money, with teens heavily reliant on their parents. But largely, Gen Z have a similar set of consumer behaviors, attitudes, and expectations when it comes to shopping online.
Social media will continue to play a large role in the future of online shopping. Social media platforms and digital offerings present unique opportunities to appeal to Gen Z consumers. Moving forward, brands and retailers will want to maximize their presence on existing and emerging platforms.Â
In order to appeal to Gen Z consumers in the current economic landscape, brands and retailers will need to remain focused on delivering value. In addition to promos and discounts, brands and retailers can look to attract Gen Zs through offerings such as free shipping, or a convenient returns policy, which are amongst the most important factors for Gen Z consumers when shopping online.Â
Despite the difficult economic conditions, Gen Z remains a socially responsible generation that values diversity. In order to win over consumers, brands and retailers will want to address and support issues such as health and wellbeing, environmental sustainability, and employee welfare, which are key areas of concern for this generation.
To discover more about our US Gen Z Online Shopping Habits Report 2022, read our US Social Commerce Report 2023, or take a look at our other Retail Industry Market Research.
Amazon, Puma, PacSun, McDonald’s, Levi’s, Kohl’s, MAC Cosmetics, Patagonia, Tiffany & Co, Champion, Walmart, Dove.
This report, written by Marisa Ortega, a leading analyst in the retail industry, delivers in-depth commentary and analysis to highlight current trends in the US Online retail market and add expert context to the numbers.
Gen Zs have unique interests, behaviors and expectations when they shop. Brands and retailers looking to target and appeal to them will want to tailor shopping experiences and product offerings to meet their needs and preferences. Moving forward, the various forms of value and technology that enhances and makes shopping fun, as well as ethical practices will all be important to better appeal to Gen Z consumers.
Marisa Ortega
Retail and eCommerce Analyst
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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