How Gen Z Is Rewriting the Rules of E-Commerce

They’ve never known a world without Wi-Fi. They learned to swipe before they could write. And their idea of retail therapy? A tap, a scroll, and maybe a TikTok haul. 

Generation Z — born between the mid-1990s and early 2010s — isn't just digitally native; they're digitally fluent. And that fluency is transforming the way we shop. 

As of 2023, there are 13.2 million Gen Z consumers in the UK (ONS), accounting for 19% of the population. That’s not just a trend — it’s a demographic force. And it’s gaining momentum. 

By 2030, Gen Z and millennials combined are expected to control 39% of UK spending power (Clearpay). Even more striking, Gen Z alone is forecast to become the richest and highest-spending generation in history (NIQ). 

What does that mean for online retailers? In short: ignore Gen Z at your peril. They’re not just the future — they’re reshaping the present. 

The Generation of Infinite Options 

Yes, Gen Z is digital-first — but that’s only part of the story. What truly sets them apart is that they’ve been raised in an era of unlimited choice. 

Social platforms, shopping channels, influencers, delivery options — Gen Z has never had to compromise. Want it tomorrow? Click. Want it second-hand from Berlin? Scroll. Want it eco-packaged, personalised, and paid in three instalments? Easy. 

They expect more than just convenience — they expect everything to be customisable, flexible, and fast. If it isn’t tailored, they’ll scroll on. 

To win their loyalty, retailers need to deliver not only great products but experiences that are personal, dynamic, and fully on their terms. 

Digital Is Their Default 

Digital isn’t just another channel for Gen Z — it’s the channel. 

Nearly 47% of Gen Z shoppers in the UK mostly buy clothing and shoes online (Statista), and 80% of them shop via mobile (Adobe). Their entire buying journey — from discovery to checkout — often happens without leaving their phones. 

And increasingly, social platforms are replacing traditional search and storefronts. According to IZEA, 75% of UK 18–29-year-olds have purchased directly via social media, and 56% research products on TikTok before buying. 

Showing up in their scroll is the difference between success and failure. 

Marketplaces: The Ultimate Shortcut 

For a generation raised on speed and simplicity, marketplaces tick all the right boxes. 

From Amazon to ASOS, these platforms deliver on Gen Z’s core needs: convenience, curation, and endless variety — all in one place. No surprise then that specialty marketplaces are growing twice as fast as general e-commerce (BCG, 2024). 

These platforms often lead the way in delivery options, which is a major differentiator — 96% of Gen Z say delivery influences where they shop, 10% more than the average consumer. 

And for a generation that values peer influence and discovery, marketplaces also offer advanced personalisation, navigation and customer experience. 

Are Gen Z Truly Green? 

Sustainability matters to Gen Z — deeply. But like everything with this generation, it’s nuanced. 

On one hand, 70% are willing to pay more for sustainable products (Adobe Campaign). They care about brand values, environmental impact, and ethical sourcing. 55% even say second-hand gifts are the most thoughtful and original. 

On the other, affordability and fast fashion often win out in practice. A ThredUp report found that while 65% of Gen Z want to shop sustainably, one-third admit to being “addicted” to fast fashion. 

But the second-hand market is growing fast — and Gen Z is driving it. 39% believe that by 2027, at least 75% of their purchases will be second-hand (OnePoll). 

Sustainability may not always be their first filter — but they do seek it when it’s easy, accessible, and built into the platforms and services they already use. Retailers who make green options feel effortless are far more likely to win Gen Z loyalty. 

Diversify your Delivery 

Out-of-home delivery is rising fast with this generation — especially lockers. Research with Retail Economics found 73% of Gen Z look to use parcel lockers over collection shops. And Gen Z had the highest rate of locker use compared to all other age groups. 

With 24/7 access, label-free returns, and a slick mobile experience, parcel lockers are perfectly designed for Gen Z’s on-the-go, always-connected lives. No missed deliveries. No queuing. Just pick up or drop off when it suits.  

For retailers, offering lockers and other flexible delivery options isn’t just a competitive edge anymore — it’s table stakes. 

Experience Is Everything 

Gen Z isn’t changing the game — they’ve already rewritten the rules. 

They want speed, but they also want sustainability. They want flexibility but expect personalisation. They don’t just shop — they curate, compare, co-create, and return in three taps. 

To stay relevant, retailers need to meet them where they already are — in marketplaces, on TikTok, in parcel lockers. And they need to speak Gen Z’s language: one of authenticity, immediacy, and intuitive digital design. 

For generation Z, if your brand doesn’t fit their life, it doesn’t exist.