10 Surprising Facts & Stats on Gen Z Online Shopping
Gen Z is no longer just the consumer group of the future—they are a powerful and influential audience that brands must start building strategies for today.
Being born into a digital world has fundamentally transformed their shopping habits. Traditional e-commerce approaches hold little meaning for them, as this generation shops under the influence of rapidly changing trends, mobile-first experiences, and the impact of social media. Understanding Gen Z’s online shopping behaviors is critical for brands to connect with them in the right place, at the right time. That’s exactly why we’ve prepared this list for you—full of striking numbers and surprising insights.
Key Insights
97% of Gen Z shop online using mobile devices.
The mobile experience is a defining factor in this generation’s purchasing decisions. Websites that are not mobile-friendly are virtually invisible to Gen Z.Social media platforms like Instagram, TikTok, and YouTube are at the very center of Gen Z’s shopping journey.
This generation discovers products through social media content, and their buying decisions are shaped by influencer opinions and viral trends.The vast majority of Gen Z prefer brands that stand for values like sustainability, ethical production, and eco-friendly packaging.
Competing on price alone is no longer enough; value-driven branding is what builds true loyalty.Users who try products virtually using augmented reality (AR) are 40% more likely to make a purchase.
Especially in categories like clothing, eyewear, and cosmetics, Gen Z wants to experience products “in real time” before buying.Inclusivity, diversity, and authentic communication are among the most effective ways to build a connection with Gen Z.
This generation is wary of traditional advertising language, but open to honest, sincere, and self-reflective content.
10 Surprising Facts & Stats on Gen Z Online Shopping
Gen Z are not only digital natives, but also the first generation of consumers capable of forming an emotional connection with technology. For them, shopping isn’t just a process of buying a product—it must also be interactive, fast, and personalized. Technologies like augmented reality (AR) respond directly to these expectations. Gen Z wants to see a product on their face, body, or in their room before adding it to their cart. They expect brands to speak a “shoppable” language that can be experienced. In a world where social media and e-commerce are deeply intertwined, technology is not just a tool—it is the foundation of the relationship between brand and user.
1. For Gen Z, Shopping = Digital Experience
Gen Z sees shopping not as a necessity, but as an experience—and that experience usually begins in digital spaces. The habit of browsing through physical stores has been replaced by scrolling and discovering. According to GWI, 56% of Gen Z prefer online shopping over visiting physical stores. But this isn’t just about convenience; it’s also about seeking control, speed, and personalization.
This generation wants to explore products without time pressure, examine them in detail, and filter results according to their own preferences. That’s why standard product pages on e-commerce sites are no longer sufficient.
This is exactly where AR comes into play. Gen Z doesn’t just want to see a product—they want to interact with it. Trying on sunglasses, seeing how a couch would look in their space, or testing a makeup product on their own face—these are now natural parts of the shopping experience.
Online shopping is no longer simply a “purchase channel.” It is a digital stage where brands engage with users. AR technology makes that stage more interactive, more personal, and more fun. For brands aiming to earn Gen Z’s loyalty, this is a space where meaningful differentiation happens.
2. Gen Z’s Shopping Journey Begins On Their Phone—and Often On Social Media
For Gen Z, shopping begins on mobile devices—and in many cases, it takes shape through social media platforms. 74% of Gen Z complete their purchases via mobile. This says much more than just their device preference: this generation views shopping as a fast, always-accessible, and visually driven experience. A desktop-optimized experience is no longer enough; mobile interfaces must be fast-loading, clean, seamless, and interactive.
Moreover, their product searches usually don’t start on brand websites, but within their social media feeds. 28% of Gen Z shop directly through platforms like TikTok or Instagram. “Saw it on TikTok, bought it” is no longer just a trend—it’s a consumer behavior.
AR technology integrates perfectly into this mobile- and social-first mindset. A glasses filter on Snapchat, a virtual makeup try-on via Instagram, or an interactive product experience on TikTok—each of these makes the first contact with the product feel fun and personal. What’s more, users can be directed to product pages and complete their purchases without ever leaving the app. The ability to guide the user from discovery to checkout in one fluid motion, when combined with AR, gives e-commerce brands a serious advantage.
Brands that deliver strong mobile and social experiences don’t just attract Gen Z’s attention—they earn their loyalty.
3. Discounts and Offers Strongly Influence Purchase Decisions
Gen Z is a generation that is highly sensitive to prices. They manage their budgets carefully, don’t want to miss out on good deals, and often compare alternatives before adding a product to their cart. However, this sensitivity doesn’t simply push them toward the cheapest option. On the contrary, they want to understand what they’re buying and why it’s priced that way. The feeling of “I got it for cheap” is just as impactful in their decision-making process as “I bought it because I knew its value.”
It’s not enough for brands to run constant campaigns to reach this generation. Gen Z quickly recognizes whether a discount is random or tailored specifically to them. Offers that feel personalized—like a timely promotion on products based on their previous shopping history—tend to deliver much higher conversion rates. And in this context, the richness of the digital experience becomes critical.
AR technology offers a powerful way to go beyond price perception. For Gen Z, the ability to not only see a product, but to actually experience it—understand how it works, how it looks, and what it adds to their life—makes a huge difference. Buying a T-shirt without seeing how it fits, trying on a pair of glasses without wearing them virtually, or choosing makeup without testing it on their own face—these are incomplete shopping experiences for them.
In the end, when Gen Z calculates how much they’re willing to pay for something, they also consider what kind of sense of value that product creates for them. Price only becomes meaningful when you’re able to communicate that value clearly.
4. For Gen Z, Price Matters—But Value Matters Much More
For Gen Z, shopping is not just a need or a pleasure, but also a form of self-expression. This generation questions the impact their purchases have on the planet. According to First Insight, 73% of Gen Z are willing to pay 10% more for sustainable products. This reflects more than just ecological awareness; it’s a clear sign of their expectations for transparency, ethical production, and social responsibility from the brands they support.
But it’s not only about eco-friendly materials. For Gen Z, value is defined not just by how a product is made, but by what the brand represents through its overall behavior. Fast fashion is losing its appeal, while reuse, secondhand shopping, and carbon-neutral delivery practices are gaining attention.
In e-commerce, aligning with these conscious choices doesn’t only mean changing the product range—it also affects how those products are presented. AR is a strong tool here: showcasing long-term use scenarios, visualizing different styling combinations, or presenting material information in an interactive way—all of these strengthen value communication. Gen Z no longer just wants to know what you're selling; they want to understand what you stand for. And the clearest way to show them is through the digital experience where they engage with the product.
5. Loyalty Isn’t Earned Through Points, But Through Interaction
Gen Z can still be a loyal customer base—but that loyalty doesn’t come from collecting points. It emerges when they feel seen. According to Statista, 76% of this generation still participates in loyalty programs, but when those programs are reduced to simply “earning discounts,” they quickly lose interest. For Gen Z, building loyalty begins when the brand makes the first move to connect with them.
This new understanding of loyalty has moved beyond mechanical questions like “how many more points until I get free shipping?” Gen Z expects personalized experiences when interacting with a brand. Suggestions based on previous purchases, timely offers, and content tailored to their preferred style—all of these help them feel like more than just customers; they feel like part of a community.
That’s why loyalty is increasingly becoming an experience-based relationship. In this new dynamic, AR technologies go beyond simply showcasing a product—they become an extension of personalization. Trying a skincare product on their own face, seeing a pair of shoes on their own body, or visualizing home decor items in their own room—these experiences help users form a personal connection with the brand.
When someone feels at home in a brand’s digital space, that’s the emotional spark that initiates loyalty. For Gen Z, loyalty is not just about returning to buy again; it’s about joining a story, sharing an aesthetic, and seeing their identity reflected in the brand. When brands succeed in creating that bond, they earn a place far more lasting than any point system ever could.
6. For Gen Z, AI Is At The Heart of Personalization
Gen Z doesn’t like wasting time with irrelevant suggestions. For them, the first step in forming a relationship with a brand lies in the answer to a single question: “Do you know me?” In 2024, nearly 75% of Gen Z reported that the use of AI in their shopping experience positively influenced their purchasing decisions. AI plays a crucial role in meeting Gen Z’s expectations by providing personalized experiences in areas such as product recommendations and customer service.
Through dynamic recommendation systems based on browsing history, purchase behavior, click-through rates, and user preferences, AI is able to present products that genuinely match Gen Z’s interests. As a result, shopping becomes not only faster but also more relevant and enjoyable. That moment of “I didn’t even know I was looking for this, but it’s exactly me” is a powerful trigger in their decision-making process.
AI-powered experiences go far beyond just product recommendations. Smart chatbots, personalized notifications, dynamic interfaces, and intuitive navigation systems are all part of this journey. The more these systems learn, the more Gen Z feels like a “valued user.”
When combined with AR technology, personalization becomes even more powerful. AI can show not only what to buy but also how it will look and how it will feel. For example, trying out a recommended product in real time via AR—based on skin type or personal style—accelerates the buying decision while also building lasting engagement.
For Gen Z, personalization isn’t just a sales tactic. It’s a sign of perceived attention and digital belonging. And AI is no longer a luxury for meeting their expectations—it’s the new standard.
7. Shopping or Gaming? For Gen Z, the Line Is Getting Blurry
For Gen Z, shopping is no longer just the process of purchasing a product—it’s also a form of entertainment. This generation gravitates toward interactive and immersive experiences rather than plain product listings. In the U.S., e-commerce platforms that are especially popular among 18–24-year-olds are starting to compete not just on price, but on experience—incorporating countdowns, badges, rewards, and game-like dynamics into the shopping journey.
These types of environments reveal just how naturally Gen Z blends gaming culture into the digital world. Approaching each stage of shopping as a “mini mission” keeps them engaged for longer and helps them form deeper connections with brands.
AR and interactive technologies open up a new kind of playground. Unboxing a product in a virtual environment, exploring different variations, or trying out AR filters and sharing them on social media—these elements turn shopping into something more than transactional. They turn it into a story Gen Z wants to be part of.
For brands, this means viewing the user not as a passive consumer, but as an active participant. Gamified, interactive, and AR-enhanced shopping experiences don’t just drive conversions—they create reasons to return, to stay longer, and to build real affinity with the brand.
8. Gen Z Expects “The Right Choice = Fewer Returns”
Gen Z’s sensitivity around returns doesn’t mean they’re indecisive—on the contrary, they want to maintain full control over the process to make the right purchase decision. Research shows that Gen Z often reviews a product’s return policy before making a purchase, and if the return process is too complicated or costly, they’re likely to abandon the cart. But here’s the key: Gen Z doesn’t want to return items—they want to get it right the first time.
That’s exactly why virtual try-on (VTO) technologies are more than just fun digital tools for this generation. They are experiences that boost purchase confidence, simplify decision-making, and increase the likelihood of conversion. Trying on sunglasses on their own face, testing a lipstick shade against their skin tone in real time, or seeing a pair of shoes on their own feet—these types of experiences help Gen Z make smarter, more secure shopping choices.
Moreover, this visual and interactive experience goes far beyond standard product descriptions. With VTO, users don’t just see the product—they connect with it, test how well it aligns with their personal style, and reduce the risk of making the wrong choice. This means fewer returns for brands, and a more satisfying shopping experience for the user.
In short, the best return policy for Gen Z starts with a system that helps them choose correctly from the start. Technologies like virtual try-on aren’t just digital novelties—they’re tools that support decision-making and build trust.
9. Gen Z’s Shopping Language Is Omnichannel
One moment they’re scrolling on Instagram, the next they’re touching a product in-store, and then they’re adding it to their cart in an app. For Gen Z, shopping doesn’t begin—and definitely doesn’t end—on a single channel. They prefer to move fluidly between screens without breaking the experience into pieces. Physical and digital boundaries are blurred for them; what they expect is clear: to be present everywhere, at the same quality, and at their own pace.
That’s why questions like “mobile, web, or store?” don’t really apply to Gen Z. What matters is how smoothly these channels work together. Not being able to find in the app what they saw in the store, or not being able to try on in the store what they favorited on the web, signals to them that a brand isn’t truly digital.
This is where augmented reality comes in. AR technology fills in what’s missing physically through digital means—or vice versa. Seeing a product instantly in their room, exploring an out-of-stock color through a filter, or bringing an in-store experience into the app—these aren’t just tech gimmicks. They are tools that allow Gen Z to experience shopping as a continuous, uninterrupted journey.
Omnichannel, for Gen Z, means a brand saying, “Wherever you go, we’re there with you.” Brands that deliver on this don’t earn loyalty through isolated campaigns, but by showing up consistently at every step of the shopping experience.
10. Gen Z Is Looking for Next-Gen Payment Solutions
Gen Z grew up in the digital world, which has made them open not only to technology itself but also to the alternative solutions it offers. Especially when it comes to payment systems, they tend to question the limitations of traditional methods. Not wanting to share credit card information, preferring more transparent transaction histories, or expecting seamless experiences in cross-border purchases—these preferences are pushing them toward blockchain-based payment solutions.
The idea of paying with cryptocurrencies isn’t just about being “innovative” for Gen Z; it aligns with values like speed, control, and privacy. Making purchases with crypto gives them the freedom to transact without banks or intermediaries. Plus, they naturally connect with concepts like NFTs and digital ownership.
In the world of e-commerce, adapting to this trend isn’t just about offering an additional payment option—it directly impacts a brand’s ability to gain Gen Z’s trust. Blockchain-powered systems provide transparency, traceability, and protection against fraud, meeting many of Gen Z’s key expectations around digital security and reliability.
What’s more, when AR technologies and blockchain infrastructure come together, they give rise to new forms of shopping—particularly around digital product ownership in areas like virtual fashion, digital collectibles, or customizable design assets. Gen Z doesn’t just want to buy a product—they want to give it a digital identity and store it in a digital wallet when needed.
In short, Gen Z isn’t only loyal to technology—they value shopping experiences that offer control, transparency, and freedom from traditional limitations. Blockchain-based solutions are one of the most tangible answers to that demand for trust and autonomy.
Gen Z Is Ready—Are You?
Gen Z’s expectations are shaping more than just the shopping habits of a generation; they’re redefining the future of e-commerce. For this audience, speed, personalization, technology, and values must work together seamlessly. Understanding and aligning with these dynamics isn’t just a competitive advantage—it’s what it means to be future-ready.
If you’re looking to adapt your brand experience to meet these new expectations and create more immersive, impactful shopping journeys through AR technology, now is the perfect time to connect with the team at Artlabs.
Reach out to our experts today—and take the first step in building meaningful engagement with the generation that’s redefining what comes next.
