Meet Generation Z
Insights to lead the pack
Generation Z is set to upend the trajectory of retail. Discover how to engage this new shopper segment.
Time for a Plan Z
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.
How Gen Z compares to previous generations
Gen Zers have real buying power and big plans to ramp up their online spend.
Income
Gen Z $79,942
Millennials
$107,008
Gen X
$124,604
Boomers
$93,965
Online orders (per year)
Gen Z 21.5
Millennials
26.4
Gen X
33.6
Boomers
23.2
% Planning to buy more online next year
Gen Z 34%
Millennials
30%
Gen X
23%
Boomers
17%
As their buying power increases, Gen Zers will become the leading drivers of ecommerce growth.
A third (34%) of Gen Zers plan to buy more online next year than in the past year. That's a bigger uptick in shopping activity than any other generation.
4 key takeaways for engaging Gen Z
1. Tap into the power of social media
To learn about new brands and products, Gen Zers often, almost always or always consult:
Social media sites
Millennials
23%
Gen X
11%
Boomers
6%
Social media influencers
Millennials
17%
Gen X
7%
Boomers
3%
Blogs
Millennials
21%
Gen X
13%
Boomers
10%
2. Share your purpose and values
Before buying from a retailer, Gen Zers consider the retailer's values, including whether it:
Protects the environment
Gen Z
20%
Millennials
15%
Gen X
12%
Boomers
11%
Treats their employees well
Gen Z
19%
Millennials
14%
Gen X
12%
Boomers
11%
Carries sustainably and/or ethically sourced products
Gen Z
18%
Millennials
12%
Gen X
8%
Boomers
8%
3. Make checkout flexible
Gen Zers look for flexible checkout options, including:
Multiple payment options
Millennials
43%
Gen X
36%
Boomers
40%
A guest checkout option
Millennials
41%
Gen X
33%
Boomers
33%
A buy now, pay later option
Millennials
23%
Gen X
12%
Boomers
6%
4. Offer a seamless last mile experience
Gen Zers avoid repeat purchases from retailers that:
Don't provide tracking information
Gen Z
38%
Millennials
36%
Gen X
31%
Boomers
24%
Lack flexible delivery/pickup options
Gen Z
31%
Millennials
30%
Gen X
26%
Boomers
18%
Don't deliver to a secure location
Gen Z
33%
Millennials
26%
Gen X
22%
Boomers
17%
Ecommerce from A to (Gen) Z
We need to look ahead to avoid falling behind. Gen Z is what's ahead for ecommerce.
Meet Gen Z
Our latest online shopper report, based on a survey of 5,000 Canadians, explores how Gen Z is shaping the future of ecommerce.
In this new report, we explore:
- How Gen Zers compare to other generations
- What drives great online shopping experiences for Gen Z
- How to prepare for the rise of Gen Z with a solid Plan Z
Get a head start on your Plan Z
Download the reportExplore helpful resources
About the research
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.