Gen Z: Digital-First Shoppers Who Are Changing the Game

As Gen Z continues to emerge as the dominant consumer group, ecommerce is seeing a major shift. We've pulled the most valuable insights from our latest ecommerce report to help you stay ahead. For CPG marketers, digital strategists, and service providers, understanding how Gen Z shops is key to staying competitive. Here are the top trends shaping their shopping behaviors and how SmartCommerce can help you adapt.

📱Mobile Shopping Takes Over: A staggering 90% of Gen Z prefers shopping on mobile, pushing CPG marketers to optimize their digital experience for smartphones. This means prioritizing mobile-friendly websites and apps to capture Gen Z's attention on the go.

🛒 E-Commerce is the Priority: With 33% of Gen Z preferring to buy most or all of their products online (compared to just 13% of Baby Boomers), CPG marketers need to collapse the funnel. Brands should integrate buying opportunities into top-of-funnel tactics, making every touchpoint a potential sales moment.

🛍️ In-Store? Digital Meets Physical: While online shopping dominates, Gen Z still visits stores – just with a digital twist. 56% prefer self-checkouts, and they use their phones in-store to compare prices and find discounts. For CPG marketers, creating an omnichannel experience is key. WithSmartCommerce’s omnichannel solutions, brands can bridge the gap between digital and physical retail to effectively engage Gen Z.

⏱️ Speed is Essential: 65% of Gen Z prefers fast or same-day delivery, making it crucial for brands to incorporate quick commerce solutions into their online offerings. By integrating fast delivery options directly into the online shopping experience, brands can meet Gen Z’s demand for speed, ensuring a seamless and efficient path to purchase.

💸 Deals Matter: While Gen Z loves online shopping, 81% are still influenced by in-store promotions. For brands, aligning digital and in-store pricing, as well as offering rebate opportunities, is crucial to driving engagement across all touch-points. With SmartCommerce's pricing tools and our rebate solution – currently in beta and accepting applicants – brands can create compelling offers that resonate with Gen Z, ensuring they stay competitive both online and offline.

🧡 How SmartCommerce Can Help: Gen Z has rewritten the rules for marketers—shopping doesn’t just appear at the bottom of the marketing funnel anymore. To connect with this generation, brands need to make every touchpoint shoppable, whether it’s on your website, social media, CTV, digital ads, or content.With SmartCommerce’s solutions, brands can easily commerce-enable all of their marketing efforts, creating a seamless path to purchase no matter where or how Gen Z interacts with them. By integrating shopping into every experience, SmartCommerce helps brands stay ahead in the fast-evolving retail world.

To learn more about 2025 eCommerce trends and how to adapt, read the full report here.