Gen Z and digital commerce

We're talking about Gen Z, a generation that represents 2.5 billion people globally. With their different behaviours, attitudes and actions around digital commerce, it's crucial to understand how they interact with it. We wanted to break down into key areas where we see Gen Z's affecting digital commerce; their attitudes towards digital commerce, how they consume across multiple devices and channels, and the impact we see them having on driving change and growth in the sector.

• Gen Z's Dependence on Digital Commerce: For Gen Z, e-commerce is not just an option, it's a way of life. According to Adobe, Gen Z spends an average of six hours per day online, with 22% spending seven to 10 hours per day. With the rise of social commerce and the convenience of mobile, Gen Z has developed a heavy reliance on digital commerce to fulfil their wants and needs.

• Mobile is King: Gen Z is a mobile-first generation, with 98% of Gen Zers owning a smartphone, and 80% using it to make purchases. Along with that, 60% of Gen Zers prefer shopping on mobile apps over mobile web, creating a market for businesses to take advantage of developing relevant and responsive mobile apps.

• Brand Authenticity is Key: What Gen Zers value the most when shopping is authenticity. They want to interact with brands that espouse who they truly are. This need for genuine interactions is especially apparent when it comes to social media. According to a study undertaken by Forbes, 80% of Gen Zers claimed that they want to see real people in ads and not promote their false brands.

• A Demand for Personalization: One-size-fits-all is out the door for Gen Z. This generation is seeking hyper-personalization from brands. They want their experiences on e-commerce sites tailored to their tastes and preferences, and businesses that can deliver such experiences will be able to foster long lasting customer relationships.

• Customer Reviews are Gold to Gen Z: Gen Z cares about the opinions of others. According to a study by Adobe, 50% of Gen Z consumers report checking user reviews even if they know the product and brand. Businesses that prioritize customer reviews and integrate them into e-commerce sites will gain trust and loyalty from Gen Z.

• Gen Z's Growing Influence on E-commerce: Globally, Gen Z is quickly becoming the biggest consumer group, meaning their power and influence will only intensify in years to come. Gen Zers are turning to e-commerce sites and brands to deliver them personalized authentic experiences in ways that no generation before has. Brands that figure out how to engage with Gen Z will thrive, while those who ignore this rising consumer group will miss out on significant revenue streams.

Gen Z is the future of digital commerce. Businesses looking to capitalize on this emerging group must embrace digital and social commerce channels to offer them personalized, authentic interactions, tailor-made to their preferences. Brands that listen to Gen Z, foster loyalty and draw on the consumer group's unique traits will be rewarded with a loyal and committed customer base.