Brands need to be aware of how Gen-Z, sometimes referred to as the “iGeneration” or the “post-Millennial generation,” is influencing the future of e-commerce. This diverse, tech-savvy, and socially conscious generation, which was born between 1997 and 2012, is swiftly emerging as a key target demographic for e-commerce businesses. Let’s look at the impact that Gen-Z is having on the e-commerce sector and what businesses can do to keep up.
The Rise of Gen-Z shoppers and their shopping habits
Technology has a strong influence on their shopping habits; 98% of them use smartphones and spend an average of 4 hours per day using apps (excluding gaming apps), with an emphasis on online shopping and the use of social media for product research and purchasing.
They are also known to prioritize experience over ownership and are more likely to rent or share products than buy them outright. Additionally, Gen Z consumers are known to be more environmentally and socially conscious, often looking for brands that align with their values and support sustainability.
82% of Thais strive for sustainability, but COVID-19 has hindered their efforts. 42% find going zero waste during the epidemic challenging due to increased e-commerce and meal delivery packaging waste. 32% of Thai consumers, particularly Millennials at 36%, buy goods with sustainable labels. 84% of Millennials also encourage friends and relatives to use eco-friendly goods.
A report on Gen Z revealed that a large proportion, approximately 30%, of this group places importance on the ease of the checkout process when making a purchase. Therefore, it is crucial for brands to design a smooth experience, starting from product discovery to checkout, by eliminating unnecessary distractions and avoiding redirecting customers away from the page. To effectively attract Gen Z consumers, brands should implement strategies that eliminate any obstacles and make it easy for customers to complete their purchase.
Influence of Social Media on Gen-Z
Social media has a huge impact on Gen-Z purchase decisions. They are significantly impacted by social media content such as product reviews, recommendations, and influencer endorsements. They can also readily compare prices and products, as well as research brands, through social media. Furthermore, social media purchasing features such as the ability to buy products directly from a post or story make it even easier for Gen Z to make impulse purchases. More than 80% of Gen-Zers feel that social networks like Facebook, Twitter, and Instagram influence what they buy. In 2023, live shopping will still accelerate the growth of B2C brands. While this practice dates back to the days when we used to watch shopping and selling on television, it has been around for a very long time. The development of live shopping has greatly appealed to Gen Z customers. Brands with a strong social media presence and who successfully utilize social media to market their products and interact with their target audience are more likely to experience an increase in sales from Gen Z customers.
Authentic Marketing to Gen Z: Building Trust and Loyalty
Authenticity and value are important factors when it comes to marketing to Gen Z. This generation is highly skeptical of traditional marketing tactics and can easily spot inauthenticity. They value transparency and honesty and appreciate brands that are socially and environmentally responsible. They are more likely to trust and connect with brands that share their values and can show that they are committed to creating a positive impact. Showcase your brand’s positive social influence through marketing. Being truthful and upfront with your products can go a long way with this group of buyers. Position your brand so that when Gen Z customers purchase it, they not only get a product but also support the cause or social views they find most meaningful.
In addition, Gen Z values experiences over material possessions, and they are more likely to invest in products and services that provide them with unique and meaningful experiences. Brands that can provide such experiences, whether it be through personalized products, immersive digital experiences, or interactive in-store events, are more likely to appeal to this demographic.
This generation has grown up in a tech-centric world that caters to their preferences. They’re used to personalized playlists, targeted ads, and personalized content and recommendations.
As a result, they expect brands to provide seamless, personalized experiences throughout the customer journey.
- 41% of Zoomers will provide their data for a more personalized experience.
- More than any previous generation, 62% are willing to pay more for customization.
- 75% of Gen Z said they are more likely to buy a product if they can customize it.
- 45% of people will abandon a website if it does not predict what they want or need.
Furthermore, Gen Z is also cost-conscious, and they tend to research and compare products and prices before making a purchase. Therefore, it is important for brands to communicate the value of their products and services clearly and transparently, highlighting their unique features, benefits, and competitive pricing.
To summarize, Gen Z is a highly connected and tech-savvy generation. They emphasize authenticity, transparency, and experiences over material belongings and are strongly influenced by social media. Brands that can create a seamless and personalized shopping experience, align with Gen Z values, and explain the value of their products and services transparently are more likely to gain this generation’s trust and loyalty. As the e-commerce industry evolves, it is critical for companies to stay abreast of the latest trends and technology in order to effectively market to this generation. Bidmath is a global, transparent digital and technology partner. Powered by machine learning and real-time personalization, we deliver data-driven marketing for global brands. If you would like our experts to assess your business opportunities, get in touch with us today.