Generation Z is set to upend the trajectory of retail. Discover how to engage this new shopper segment.
The first true digital generation are coming of age. They have an intimate relationship with technology and a keen awareness of global and social issues. Ecommerce brands must keep up with them or fall behind.
Gen Zers have real buying power and big plans to ramp up their online spend.
Gen Z $79,942
Gen Z 21.5
Gen Z 34%
To learn about new brands and products, Gen Zers often, almost always or always consult:
Before buying from a retailer, Gen Zers consider the retailer's values, including whether it:
Gen Zers look for flexible checkout options, including:
Gen Zers avoid repeat purchases from retailers that:
We need to look ahead to avoid falling behind. Gen Z is what's ahead for ecommerce.
Our latest online shopper report, based on a survey of 5,000 Canadians, explores how Gen Z is shaping the future of ecommerce.
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All statistics cited above were sourced from Phase 5's Canadian Online Shopper Study (May 2022), unless otherwise noted. This study is based on a survey of more than 5,000 Canadian adults (aged 18 and older) who shop online, and it was conducted in French and English. Respondents were representative of the Canadian population on key demographic variables, including age, gender and region.