Gen Z is emerging as the largest consumer generation, influential in shaping retail commerce with unique shopping habits. They prefer digital marketplaces such as ASOS, SHEIN, and Amazon, with a significant portion engaging in online shopping rather than in-store experiences. Marketplaces are expected to contribute over 50% of U.S. e-commerce growth by 2030. With their substantial purchasing power estimated at $12 trillion, brands must adapt to reach this generation effectively through the digital platforms where they feel most comfortable and engaged.
"As the first generation raised on endless shopping options-whether in store, via BOPIS, on digital marketplaces, social platforms, brand websites and beyond-determining where to reach them is a challenge in itself."
"For Gen Z, marketplaces such as ASOS, SHEIN, TikTok Shop and Amazon have been wildly popular, leading to three out of four Gen Z online shoppers globally making purchases on online marketplaces in 2022."
"Over half of US Gen Z prefer to shop online than in store, and the vast majority (96%) make purchases online at least once a month."
"By 2030, marketplaces are projected to deliver over 50% of the growth in the U.S. e-commerce sector, solidifying their dominance in the digital retail landscape."
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