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137+ Gen Z Online Shopping Statistics (2026)
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Gen Z does most of their shopping online, but they still visit stores when it fits their needs. They want fast, easy shopping, and they switch between websites, apps, and stores depending on what feels most convenient.
- 69% of US Gen Z shoppers start their shopping journey by browsing online. ()
Gen Z purchase journey | Response rate |
|---|---|
Browse online to see what’s available | 69% |
Browse in stores to see what's available | 53% |
See something online and buy it online | 49% |
See something in-store and buy it in-store | 37% |
Use an app to purchase online | 30% |
See something online and buy it in-store | 29% |
See something in-store and buy it online | 21% |
Order online and collect in-store (click and collect) | 18% |
Use an app to purchase in-store | 13% |
- Most Gen Z (56%) make their purchases online. ()
- 29% of Gen Z buyers choose express delivery for online orders. ()
- Gen Z holds the second-largest share of global beauty shoppers who buy online at 36%, matching Gen X and ahead of Baby Boomers at 34%. ()
- In 2024, Gen Z accounted for 24.6% of the global population, making them the world's largest generation. ()
- By 2030, Gen Z is expected to reach 23.2% of the global population and about 30% of the global workforce. ()
- 89% of Gen Z adults reported having issues while shopping online, most often due to slow or poorly performing websites. ()
- Consumers aged 16-24 are split evenly between browsing online and browsing in stores at 43% each. ()
- 52% of Gen Z consumers already look for nutrients and ingredients that promote their health. ()
- 28.5% of Gen Z say shopping feels like a chore. ()
- 34.8% of Gen Z prefer buying directly from brands instead of other retailers. ()
- 40% of Gen Z prefer online shopping over in-store shopping. ()
- 69% of Gen Z enjoy engaging with brands online. ()
- Clothing and footwear are the top product categories for Gen Z at about 70%, with teens especially active in buying sneakers and apparel. ()
- 73% of adults aged 18-27 shop in-store at least once a week. ()
- 57% of Gen Z view in-store shopping as an enjoyable experience. ()
- 60% of consumers aged 18-27 buy groceries in person. ()
- 31% of Gen Z shop for beauty products in physical stores. ()
- 45% of Zoomers spend more in stores compared with 37% online. ()
- 38% of Gen Z say they make expensive purchases online, while 37% buy high-ticket items in stores. ()
- In 2025, 72% of Gen Z planned to shop in stores on Black Friday. ()
- When it comes to clothing, 22% of Gen Z mostly shop in stores, and 16% mostly shop online. ()
- As far as food and beverages are concerned, 21% mostly buy online, and 19% mostly buy in stores. ()
- For furniture, 16% of Gen Z mostly shop online, and 14% mostly shop in stores. ()
- In 2025, 39% of Gen Z spent more than three hours a day browsing the internet, compared with 29% of older consumers. ()
- 49% of Gen Z have seen something online and bought it online. ()
- 54% of Gen Z shop online while at work. ()
- 41% of Gen Z use LLM tools like ChatGPT daily. ()
Gen Z is becoming a major spending force, but they're cautious with money and picky about how they pay. They stick to budgets, prefer debit and digital payments, and often utilize Buy Now, Pay Later services. Still, many feel stressed about debt and unexpected charges.
- Gen Z will represent 18.7% of global spending by 2030. ()
- Almost 40% of Gen Z use debit cards as their primary online payment method, followed by credit cards at 29%. ()
- When shopping on social media, 23% of Gen Z prioritize sticking to a budget, while 21% prioritize better deals and discounts. ()
- Gen Z will overtake Baby Boomers in global consumption by 2029. ()
- By 2034, Gen Z will add almost $9T in global spending, more than any other generation. ()
- Gen Z per capita spending will grow at a 4.02% CAGR over the next decade. ()
- Gen Z accounted for 17.1% of global spending in 2024 and is projected to reach 18.7% by 2030. ()
- Only 44% of Gen Z spending comes from Western countries (North America and the EU), making them the first generation with less than half of their spending from the West. ()
- In the US, fruit snacks will grow at a 25% CAGR for Gen Z consumers through 2034. ()
- Mean Gen Z spending in North America at age 50 will be almost $8,000 higher than Millennial spending at the same age. ()
- Gen Z will represent 17% of global retail spending by 2030. ()
- 44% of Gen Z have used Buy Now, Pay Later in the past 12 months. ()
- Gen Z income has reached an estimated $1.1T before taxes. ()
- Gen Z has about $950B in after-tax disposable income. ()
- 68% of Gen Z say their anxiety and stress increase when they see their credit card bill. ()
- 63% of Gen Z have reduced their credit card use in favor of other payment types. ()
- 53% of Gen Z credit card holders are surprised by their monthly interest charges. ()
- 52% of Gen Z believe they could manage their money better if they used Buy Now, Pay Later instead of credit cards. ()
- 38% of Gen Z use Buy Now, Pay Later weekly. ()
- Gen Z primarily use debit cards at 68% and cash at 67%, followed by peer-to-peer payments (51%) and mobile wallets (50%). Only 35% use credit cards for purchases. ()
- 28% of Gen Z will abandon an in-store purchase if their preferred payment method isn't accepted. ()
- 65% of Gen Z are willing to splurge on categories that matter to them. ()
- In 2025, Gen Z was expected to spend an average of $607 on Black Friday and Cyber Monday. ()
- Gen Z (and Millennials) have the highest Buy Now, Pay Later usage rate at 39%. ()
- 39% of Gen Z have used Buy Now, Pay Later to purchase items they couldn't afford. ()
- 54% of Gen Z have abandoned a purchase because a store didn't accept digital wallets. ()
- 70% of Gen Z prefer to use a smartphone for online purchases of $150 or more. ()
Gen Z switches between online, mobile, and in-store shopping without hesitation, opting for the fastest and most convenient option. They’re quick to try new tech, rely heavily on apps, and expect smooth checkout experiences both online and offline.
- 50% of Gen Z are seeking (22%) or curious about (28%) experiential shopping tech like AR and VR. ()
- 86% of Gen Z make online purchases for in-store or curbside pickup at least once per month. ()
More than 60% of Gen Z visit a retailer’s website before going to the store in person. ()
- 21% of Gen Z have discovered a product on social media and then bought it in a physical store. ()
- In the past 12 months, 34% of Gen Z used contactless shopping, 23% visited pop-up or concept stores, 22% tried virtual try-ons, and 19% joined live-stream shopping events. ()
- About one-third of Gen Z (33%) are interested in virtual shopping with friends. ()
- 49% of Gen Z often buy online and pick up in-store, and 38% return online purchases in-store. ()
- 60% of Gen Z will abandon a purchase if checkout lines are too long. ()
- 27% of Gen Z have used voice assistants when shopping online. ()
- 30% of Gen Z have used a mobile app to buy online. ()
- 54% of Gen Z prefer shopping methods like BOPIS (Buy Online, Pick Up In-Store), self-checkout, or online shopping because they allow them to avoid other people. ()
- 10% of Gen Z use only their phone to pay when shopping in person. ()
- 5% of Gen Z say they no longer carry a physical wallet. ()
Gen Z makes careful choices when shopping and wants proof that they can trust a brand before making a purchase. They rely on reviews, expect clear disclosures, and are open to AI help as long as their data feels safe and the recommendations are honest.
- 85% of Gen Z have taken action after receiving an email mailshot, with 67% making a purchase or signing up for a service. ()
- 31% of Gen Z prefer email when contacting businesses. ()
Preferred customer service channel for Gen Z | Response rate |
|---|---|
Via email | 31% |
Via phone | 25% |
Via live chat on their website | 10% |
Not applicable – I never contact businesses | 9% |
Submitting a form on their website | 6% |
Via social media (e.g., Facebook) | 6% |
In person | 5% |
Via a chatbot on their website | 2% |
Through an app | 2% |
- 40% of Gen Z read customer reviews before making a purchase. ()
- About 55% of Gen Z adults support brands using generative AI for personalized recommendations. ()
- 26% of Gen Z prefer products they can customize or design themselves. ()
- 60% of Gen Z want automated and personalized AI support. ()
- 44% of Gen Z in Europe have used AI at some point during their purchase journey. ()
- 48% of Gen Z research more after discovering a product through a creator, and 50% look for more reviews. ()
- 44% of Gen Z feel more confident shopping online when many reviews or ratings are available. ()
- 13% of Gen Z trust social media ads, and 13% trust influencer content. ()
- When deciding whether creator content is sponsored, 42% of Gen Z look for unnatural enthusiasm, and 37% look for exclusively positive reviews. ()
- 51% of Gen Z want creators to clearly disclose brand partnerships at the start of a video, and 51% want transparency about gifted products. ()
- When shopping on social media, 19% of Gen Z find written reviews with photos the most helpful. ()
- When Gen Z encounters negative content during research, 47% continue researching until they feel confident. ()
- 59% of Gen Z believe AI will improve online shopping. ()
- 67% of Gen Z believe private label products are as good as national brands. ()
- 61% of Gen Z are more likely to shop from brands that protect personal data. ()
- 33% of Gen Z use chatbots for customer service while shopping online. ()
- For online shopping in 2025, 21% of Gen Z relied on AI-powered product recommendations. ()
- 15% of Gen Z prefer speaking with a chatbot rather than a human customer service representative. ()
- 37% of Gen Z use search engines first when researching an unfamiliar product category, followed by AI tools at 33%. ()
- About 25% of Gen Z trust AI recommendations more than human recommendations. ()
Gen Z cares strongly about how products are made and chooses brands that match their values. They're willing to pay more for sustainable options, avoid companies with poor environmental records, and often buy secondhand to reduce waste.
- 49% of Gen Z buy eco-friendly and sustainable products when possible. ()
- 33% of Gen Z say they’re willing to pay 5%-10% more for sustainable products. ()
- 59% of Gen Z plan to maintain or increase their spending on secondhand goods. ()
- 77% of Gen Z globally say they won’t buy from countries with poor environmental standards. ()
- Gen Z globally prefer sustainable brands and are willing to spend 10% more on sustainable products. ()
- 42% of Gen Z want products made with natural ingredients rather than artificial ones, and 40% want eco-friendly and sustainable products. ()
- About one in four Gen Zers say animal-friendly manufacturing influences their buying decisions. ()
- Three in 10 Gen Z (30%) research a company’s environmental impact before buying. ()
- 43% of Gen Z say they’d buy again from a brand that actively engages in corporate social responsibility. ()
Social media drives almost every stage of Gen Z shopping, from finding new products to getting customer support. They trust creators, rely on short videos, and feel comfortable buying directly through apps, making social platforms one of their strongest shopping channels.
Product discovery method for Gen Z
Response rate
Recommendations from friends, family, or colleagues
50%
Browsing in retail stores
50%
Online shopping marketplaces
39%
Search engines
37%
Product reviews on websites, blogs, or social media
36%
Social media influencers or bloggers
35%
Advertisements on websites or social media platforms
34%
Word of mouth or community recommendations
34%
Email newsletters or promotions
16%
Television or radio commercials
13%
Product research source for Gen Z
Reponse rate
Social media
64%
Online search
57%
Brand or service's own website
53%
Online review websites
48%
Online reviews on retailer's website
38%
Online forums
33%
Newspaper articles or blogs
15%
Magazine articles or blogs
11%
AI chat services
6%