6 Gen Z Shopping Habits Shaping Retail Trends

Gen Z’s shopping habits were a popular topic at this year’s CommerceNext Growth Show, highlighting how they discover, compare and buy products all at once, often while scrolling social media. Their expectations are high, attention spans short and loyalty tough to earn, but brands that get it right see big rewards.

Catch the replay of the CommerceNext panel “From Gen Z to Alpha: Redefining Acquisition for Emerging Audiences” here, and read on for more insights on how this generation is reshaping retail.

Gen Z Behaviors & Characteristics 

Gen Z, born roughly between 1997 and 2012, are social media experts, ethically conscious and deeply skeptical of anything that feels inauthentic. They’re also incredibly optimistic: recent data shows that 71% feel positive about their financial future over the next year, giving marketers permission to lean into aspirational storytelling.

But unlike previous generations, Gen Z doesn’t follow traditional shopping patterns. They move fluidly between platforms, blend content with commerce and value meaning just as much as they value a good deal.

The Shopping Habits That Set Gen Z Apart

1. They Shop in the Moment, Not in the Funnel

Gen Z doesn’t wait to be “moved down” a marketing funnel. Awareness, consideration and purchase often happen in one scroll. Brands that rely on linear journeys are missing how this generation actually shops: constantly and impulsively, across channels, in real time.

Shoppable content on social is one of the most effective ways to meet Gen Z and convert in the moment. Rather than directing users to a separate destination, this format blends engagement and commerce, delivering inspiration and purchase potential within the same experience.

Rare Beauty stands out for its shoppable content, combining engaging short-form videos with in-platform purchasing on social platforms like TikTok.

2. They’re Digital-First, But Not Digital-Only

Yes, Gen Z shops online, primarily via mobile, and expects frictionless checkout experiences. But surprisingly, they also love in-store shopping. Physical retail is a form of discovery and entertainment for them. They’re 65% more likely to shop in-store compared to older demographics.

This doesn’t push Gen Z away from digital. It demands an omnichannel approach. They move fluidly between platforms and storefronts, expecting consistent branding, real-time availability and personalized experiences at every touchpoint.

3. They’re Driven by Values, But Grounded in Authenticity

For Gen Z, values like sustainability and diversity are expected, but only when backed by real action. They’re quick to spot performative marketing and trust real reviews and user insights over polished campaigns. If your values aren’t woven into your brand story, and if that story doesn’t feel real, Gen Z won’t buy in.

The most effective brands are leaning into transparency and co-created content. UGC plays a powerful role in reinforcing authenticity. By actively featuring and amplifying UGC, brands create a sense of community, show they value honest feedback and signal the confidence to let customers lead the conversation.

Glossier is a brand that practices authenticity towards Gen Z. They built their brand and social presence on customer feedback and UGC from day one. Read more about how Glossier powers UGC through their Generation Glossier Affiliate Program here.

4. They Expect Personalization, Not Just Promotion

Gen Z expects messages that reflect their behaviors, preferences and timing. AI and automation can help, but only if the output feels like it truly understands them. Messaging that misses the mark or sounds off-brand will get ignored or, worse, publicly called out.

When done well, AI becomes invisible and enhances the brand voice rather than diluting it, making personalization feel intuitive. Smart AI tools can analyze real-time behaviors like browsing history, engagement patterns and purchase triggers to deliver relevant experiences. Benefits include:

• Personalized product recommendations
• Dynamic send times
• Messaging that mirrors Gen Z’s tone and language
• Smart segmentation
• Automated content generation 

5. Traditional Channels Don’t Cut It

While email marketing and hard sell ads may be more effective for Millenials and Gen X, these tactics don’t resonate with Gen Z. They spend their time on TikTok, YouTube, Instagram and even emerging spaces like Discord. To meet Gen Z on these platforms, brands should focus on content that sparks engagement and feels community-driven:

• Co-create campaigns with influencers who already have trust within their niche, letting them craft messages in their authentic voice.
• Leverage short-form video storytelling that focuses on lifestyle, humor or behind-the-scenes moments, rather than sales messaging.
• Launch campaigns year-round, not just during heritage months or for social causes. Gen Z can spot pridewashing or greenwashing quickly.

 

Gymshark works to meet Gen Z consumers on social. They lean into fitness influencers, real customer content and humorous short videos that entertain while promoting products.

It’s not about being trendy for the sake of reach. It’s about contributing meaningfully to conversations that matter to your audience. When brands achieve that balance, they become part of Gen Z’s world rather than just advertising into it.

6. They Need Loyalty Programs, Support & Community

This generation expects thoughtful, ongoing engagement that proves a brand’s commitment long after the sale.

• Loyalty programs need to go beyond points and discounts. Gen Z wants access, exclusivity and experiences. That could mean early access to drops, rewards for engaging with the brand socially, or gamified challenges that align with their interests. 
• After-sales support is also vital. Gen Z values quick, simple communication, ideally via chat, text or even DMs. 
• Community matters. Creating spaces for consumers to interact with each other (and your brand) builds loyalty far beyond a transaction. That could look like a private Discord group for customers, UGC spotlights, or in-person experiences like creator-led pop-ups or store events.

 

Understand Global Differences in Gen Z Shoppers

While the habits outlined above hold true across much of North America and Europe, international Gen Z shoppers bring unique preferences. In some regions, live shopping and mobile-first commerce are more mature. In others, brand trust may hinge more heavily on community reviews or WhatsApp-style messaging. Understanding cultural nuances is critical for brands looking to expand globally.

Want to stay ahead of the trends shaping the next generation of shoppers? Join CommerceNext’s Post-Purchase Forum on October 15 to stay ahead of the curve.