Picture this: you’re scrolling through TikTok at 2 AM, and a creator unboxes a product that seems tailor-made for you. Within seconds, you’re on the brand’s website, adding it to your cart because it’s “too good to miss.” Sound familiar? Welcome to the world of Gen Z shopping habits, where preferences are shaped by memes, live streams, and most importantly, vibes.
By 2025, this generation will dominate the consumer landscape, steering eCommerce trends like a viral hashtag. Gen Z doesn’t just shop; they interact, influence, and expect brands to meet them where they are—whether that’s in the comments section of a YouTube video or through a seamless app experience. From recent trends in eCommerce like AR-powered try-ons to emerging trends in eCommerce such as live shopping on social media, brands are being challenged to stay agile and relevant in a hyper-connected, tech-savvy world.
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Why This Matters to Brands
For brands, understanding the unique shopping habits of Gen Z isn’t optional—it’s essential if the brand aims to thrive (it’s all about the relevance, you know). This generation isn’t swayed by flashy ads or generic discounts. They are die-hard fans of transparency, inclusivity, and personalization. If a brand isn’t aligned with their values, they’ll swipe left without hesitation.
The stakes are high, but so are the rewards. Adapting to Gen Z’s eCommerce preferences means unlocking access to a loyal, vocal audience that can make or break trends overnight. Whether it’s offering eco-friendly options or creating engaging, mobile-first shopping experiences, brands need to evolve to stay in the game.
In this blog, we’ll dive into the top consumer trends shaping 2025, focusing on how Gen Z’s habits are rewriting the rules of eCommerce. Get ready to explore the trends, tactics, and transformations that will define the future of shopping. Let’s go!
Understanding the latest statistics on Gen Z and Millennial shopping behaviors is crucial for brands aiming to effectively engage these influential consumer groups. Here are some key perspectives from 2024:
- A significant portion of purchases by Gen Z and Millennials are made online: 60% of Gen Z teens, 56% of Gen Z adults, and 58% of Millennials (US Gen Z and Millennial Online Shopping Behaviour Report, Mintel Store).
- Attentive reported that impulse purchases are common, with 74% of Millennials and 63% of Gen Z reporting regular impulsive buying behaviors.
- Despite digital proficiency, 69% of Gen Z (ages 18-24) shop in physical stores weekly. However, they often leave without purchasing due to frustrations like long lines (66%), crowded aisles (55%), and difficulty finding items (47%), Source: Retail Dive.
- Social media significantly impacts purchasing decisions. As per Firework, nearly 41% of Gen Z preferring to discover new products via short-form videos.
- Currently, Gen Z accounts for about 5% of U.S. spending, expected to rise to 17% by 2030 as they enter peak earning years (EcoCart).
- For the 2023 holiday season, Statista reported that Millennials planned to spend nearly $2,000 on average, while Gen Z consumers planned to spend around $1,300.
- NielsenQ stated that Gen Z’s purchasing decisions are heavily influenced by values such as environmental sustainability, social justice, and corporate transparency.
Brands should leverage these observations to tailor their strategies, ensuring they meet the evolving preferences and behaviors of Gen Z and Millennial consumers.
Understanding Gen Z’s Shopping Pet Peeves and Their Long-Term Impact on Brands
Gen Z, the digital natives, are reshaping the way brands think about eCommerce and retail. However, even the most innovative brands can lose their loyalty if they don’t address the pet peeves that this generation faces while shopping online. Ignoring these frustrations doesn’t just lead to lost sales—it damages trust, which is hard to rebuild in the long term. Let’s delve deeper into these grievances and why solving them is crucial for brands aiming for sustained growth.
1. Lack of Clear Product Information
Gen Z values transparency and dislikes vague or incomplete product descriptions. Missing details about materials, dimensions, or usage leads to distrust and abandoned purchases.
Why It’s Critical to Solve:
- Trust is Non-Negotiable: Accurate and detailed product information fosters trust, a key factor for long-term loyalty.
- Reduced Returns: Clear descriptions help manage expectations, leading to fewer returns—a costly issue for brands.
Solution:
Invest in high-quality visuals, detailed descriptions, and user-generated content like reviews or Q&A sections. Tools like augmented reality (AR) for visualizing products can also help.
2. Confusing or Hidden Costs
Unexpected costs—like high shipping fees or hidden charges at checkout—are an instant turnoff. Gen Z prefers straightforward pricing.
Why It’s Critical to Solve:
- Cart Abandonment: Hidden costs = cart abandonment.
- Repeat Purchases: Transparent pricing encourages them to return for future purchases, resulting in customer retention, or more like Gen Z retention.
Solution:
Be upfront about shipping fees, taxes, and total costs. Offer free shipping thresholds or flat-rate delivery options to build transparency and trust.
3. Slow or Unreliable Delivery
Patience is not the key for them; they hate to be stranded, and unpredictable or late deliveries are the biggest turn-off.
Why It’s Critical to Solve:
- Customer Retention: Long delivery times deter repeat business.
- Competitive Edge: Fast delivery is often a deciding factor when choosing between brands.
Solution:
Invest in logistics partnerships to offer faster delivery options. Provide real-time tracking and proactive communication about delays. Multiple eCommerce platforms have started offering same-day delivery, 2-hour delivery, and 4-hour delivery to meet consumer expectations.
4. Poor Mobile Optimization
As mobile-first shoppers, Gen Z can’t stand clunky interfaces, slow loading times, or non-responsive designs on their smartphones.
Why It’s Critical to Solve:
- Majority Device: Gen Z primarily shops on mobile; a poor experience means losing a massive chunk of this audience.
- Increased Sales: Mobile-friendly sites and apps boost conversion rates.
Solution:
Create mobile-first designs with fast load speeds, intuitive navigation, and seamless checkout experiences.
5. Overwhelming Choices
Being presented with endless options without proper filters or recommendations can lead to decision fatigue.
Why It’s Critical to Solve:
- Streamlined Experiences Win: A curated shopping experience reduces overwhelm and increases conversions.
- Personalization is Key: Tailored recommendations make Gen Z feel valued.
Solution:
Use AI-driven recommendation engines to offer curated selections based on browsing history and preferences. Dynamic filters can help shoppers narrow down choices quickly.
6. Complicated Return Processes
A complicated return policy is a significant deterrent for Gen Z, who expect convenience in every interaction.
Why It’s Critical to Solve:
- Impact on Repeat Business: Frustrating returns discourage customers from shopping again.
- Trust Erosion: Difficult returns make shoppers skeptical about purchasing.
Solution:
Implement easy, no-hassle return policies with prepaid shipping labels and clear instructions.
7. Generic, Spammy Communication
Bombarding customers with irrelevant emails or pushy notifications alienates Gen Z shoppers.
Why It’s Critical to Solve:
- Personal Connection: Gen Z values authenticity and relevance.
- Reduced Opt-Out Rates: Tailored communication prevents users from unsubscribing.
Solution:
Leverage data to personalize communication. Send relevant messages based on browsing behavior, previous purchases, or wishlist items.
8. Lack of Sustainability
Overuse of plastic packaging and unclear sourcing practices frustrate this environmentally conscious generation.
Why It’s Critical to Solve:
- Values Alignment: Gen Z shops with brands that reflect their ethical and environmental values.
- Long-Term Loyalty: Sustainability builds a loyal and vocal customer base.
Solution:
Adopt eco-friendly practices like recyclable packaging and transparent sourcing. Share your sustainability efforts in product descriptions and marketing campaigns.
9. Fake or Misleading Reviews
Gen Zs are known for being brutally honest. Dishonest or manipulated reviews undermine trust in both the product and the brand.
Why It’s Critical to Solve:
- Trust Drives Sales: Authentic feedback reassures shoppers about their purchase.
- Reputation Management: Genuine reviews build credibility in the market.
Solution:
Use verified purchase systems to ensure authenticity and encourage user-generated content like photos or videos.
10. Inconsistent Sizing or Fit Issues
Unpredictable sizes lead to frustration and frequent returns, especially for clothing and footwear.
Why It’s Critical to Solve:
- Reduced Returns: Clear sizing helps customers make informed decisions.
- Positive Brand Perception: Consistency builds confidence in your products.
Solution:
Provide detailed size guides, user feedback like “true to size” metrics, and AR fitting tools for virtual try-ons.
Why Addressing These Issues is Crucial for Long-Term Growth
- Enhanced Customer Experience: Solving these pain points creates a seamless and enjoyable shopping experience.
- Customer Loyalty: Gen Z is fiercely loyal to brands that prioritize their needs and values.
- Competitive Advantage: Resolving these issues sets a brand apart in a crowded market.
- Word of Mouth: Happy customers are more likely to advocate for your brand on social media, driving organic growth.
Ignoring or overlooking Gen Z’s pet peeves won’t do. Addressing these frustrations not only ensures better sales in the short term but also builds the foundation for enduring brand success in the long run. Here are a few trends that will help you meet Gen Zs expectations, or in Gen Z terms, these trends will “rizz” your brand in 2025.
1. Hyper-Personalization
What It Means: Gen Z expects shopping experiences to feel uniquely tailored to their needs. This goes beyond just addressing them by name in emails. It involves curating product recommendations, exclusive offers, and even personalized interfaces based on their preferences, browsing behavior, and purchase history.
Example: Spotify’s “Wrapped” campaign personalizes data to delight users. In eCommerce, brands like Amazon suggest products based on a customer’s viewing and buying history. Beauty brands like Sephora use quizzes to tailor skincare or makeup recommendations, enhancing the sense of personal attention.
Advantages? It builds loyalty and increases conversion rates by showing shoppers exactly what they want without overwhelming them with irrelevant options. It also streamlines decision-making, increasing conversions.
2. Sustainable Shopping Options
Sustainability isn’t just a trend; it’s a movement. Brands that prioritize environmental responsibility resonate more with younger shoppers and are seen as future-forward.
What It Means: Gen Z is deeply committed to sustainability. They actively seek eco-friendly products, packaging, and practices. This generation prefers brands that are transparent about their efforts to combat climate change and reduce waste.
Example: Allbirds highlights its carbon footprint for each product on its website, showcasing its commitment to sustainability. Patagonia, known for its eco-conscious ethos, even encourages customers to repair items instead of buying new ones.
Benefit to Brands: Attracts conscious consumers and builds trust. Sustainable practices also resonate deeply with Gen Z values, boosting brand reputation and market share.
3. Seamless Mobile Shopping
Mobile commerce accounts for a growing share of eCommerce sales. A smooth mobile experience reduces cart abandonment and drives higher mobile sales.
Gen Z is a mobile-first generation. They expect shopping on their phones to be as easy, fast, and intuitive as on a desktop. From discovery to checkout, every step should feel smooth.
Example: Nike’s mobile app is a prime example, offering everything from personalized product recommendations to AR tools for trying on sneakers. Its seamless integration with social media and rewards programs adds another layer of convenience.
4. Immersive Experiences with AR/VR
Augmented Reality (AR) and Virtual Reality (VR) are transforming the way Gen Z shops online. These tools allow shoppers to visualize products in their space or try them on virtually, reducing uncertainty.
Example: IKEA’s AR app lets customers place furniture in their homes virtually to see how it fits and looks. Similarly, L’Oréal’s AR feature enables users to try on makeup virtually, helping them make confident purchases.
Why It’s Critical: Immersive experiences boost customer confidence, leading to fewer returns and higher satisfaction. They also differentiate brands from competitors by showcasing innovation.
5. Social Commerce
Gen Z loves discovering and shopping for products directly on social media platforms like Instagram, TikTok, and Pinterest. Social commerce bridges the gap between inspiration and purchase, making it more convenient.
Example: TikTok’s “Shop Now” buttons let users buy products directly from the app. During TikTok live streams, creators can showcase products, answer questions in real time, and link directly to purchasing pages.
Gen Z spends most of their time on social platforms. Integrating shopping into these platforms captures them in their native environment and often drives impulse purchases.
6. Flexible Payment Options
What It Means: Gen Z values financial flexibility and prefers payment methods like Buy Now, Pay Later (BNPL). Services like Cred, Simpl, Afterpay, and Affirm are highly appealing, allowing them to spread out payments without interest.
Example: Fashion retailers like ASOS and Urban Outfitters prominently feature BNPL options, allowing Gen Z to afford higher-ticket items without financial strain.
Why It’s Critical: Flexible payment options increase purchasing power and reduce cart abandonment, especially for younger shoppers who may have limited disposable income.
7. Authentic and Inclusive Branding
What It Means: Gen Z gravitates towards brands that are genuine, diverse, and inclusive. They want to see themselves represented in marketing campaigns and demand brands that take a stand on social issues.
Example: Fenty Beauty disrupted the beauty industry with its inclusive range of 50+ foundation shades, appealing to all skin tones. Brands like Converse showcase diverse creators and causes in their campaigns.
Authenticity and inclusivity foster deep emotional connections, encouraging loyalty and advocacy. Gen Z supports brands that align with their values.
8. Ethical Sourcing and Transparency
What It Means: Beyond sustainability, Gen Z cares about ethical labor practices and sourcing. They want to know if the workers who made their products are treated fairly and paid adequately.
Example: Everlane’s “Radical Transparency” initiative breaks down the cost of each product, showing how much goes toward materials, labor, and transport. Similarly, TOMS highlights its social impact programs.
Transparency builds trust and differentiates brands in a competitive market. It ensures alignment with Gen Z’s values, which can drive long-term loyalty.
9. Instant Gratification Through Speedy Delivery
What It Means: Gen Z is accustomed to instant results. Waiting weeks for delivery is unacceptable; they expect same-day or next-day options and accurate tracking updates.
Example: Amazon Prime’s same-day delivery option has set a high standard for eCommerce. Startups like Gorillas and Gopuff are raising the bar with 10-30 minute delivery times for essential items.
Speedy delivery satisfies Gen Z’s need for convenience and encourages repeat purchases. Delays can result in lost trust and sales.
10. Gamification and Rewards
Gen Z thrives on engagement and fun. Gamification—turning shopping into an interactive experience—keeps them hooked and incentivizes loyalty.
Example: Starbucks’ rewards program uses gamification with challenges, badges, and bonus points for completing specific tasks. Fashion retailer SHEIN uses app-based games to let users earn discounts.
Why It’s Critical: Gamification increases engagement and makes shopping enjoyable, encouraging repeat visits and purchases. Rewards programs also nurture loyalty, turning casual shoppers into brand advocates.
Conclusion
These 10 trends are nowhere dissolving—they are shaping the future of eCommerce. By embracing these shifts, brands can forge stronger connections with Gen Z, ensuring not just relevance but long-term growth. Brands that prioritize personalization, sustainability, and immersive experiences while addressing values like inclusivity and transparency will be the ones that dominate the market in 2025 and beyond.
Why These Trends Matter for Brands
Adopting these trends helps brands:
- Expand Market Reach: Engaging Gen Z, a dominant consumer demographic.
- Enhance Customer Loyalty: Meeting shoppers expectations fosters trust and long-term relationships.
- Boost Revenue: Leveraging convenience, fun, and personalization leads to higher sales and reduced churn.
- Differentiate: Staying ahead with cutting-edge trends ensures competitive advantage.
By embracing these trends, brands will not only meet Gen Z’s expectations but also future-proof their business in an evolving market.
