How Gen Z Is Shaping the Retail Landscape

Gen Z, the generation of people born between 1997 and 2021, is the definition of young consumers with disposable income.

With 64% of Gen Zers claiming to be “constantly online,” their profound impact on retail and e-commerce is no surprise.

This new generation of consumers is not to be overlooked.

Here’s how retailers can best position their brands in front of today’s youngest generation of consumers.

Kings (and Queens) of Convenience

Of course the generation who was born into an internet-literate society wants the most convenient buying experience. Gen Zers expect to be able to shop wherever and whenever they want.

Additionally, certain things that were once considered convenient are now the norm, such as free shipping.

Therefore, having a seamless consumer journey is crucial for retailers to effectively target this audience. In fact, 60% of Gen Z shoppers will refuse to use a website if it is slow to load.

So, if you don’t streamline your processes for consumer convenience, they’ll find a brand that will.

Shifting Consumer Values

Gen Xers, and even some millennials, may describe Gen Z as having an entitled mindset. However, this generation has shown a real shift in values in comparison to their elders.

To Gen Zers, authenticity is extremely important. They allow a brand’s story and ethics to play a big role in how they shop.

Of course, the product is important, but they look further. They want to understand how a brand values diversity, inclusion, and sustainability.

An Omnichannel Generation

To the naked eye, Gen Z appears to be wholly online.

But for these younger consumers, brick and mortar stores are making a comeback.

Research from Vogue shows that over a three-month period, Gen Zers were 56% more likely to have shopped for fashion in-store while only 38% were more likely to have shopped online.

The key here is that they shop wherever is most convenient. Sometimes, an in-store experience fits the bill. Consider fusing both digital and in-store to appeal to this market.

Social Commerce

Social commerce is a fairly new phenomenon that has gained traction with the Gen Z crowd.

In fact, 64.2% of Gen Z claims that they get shopping inspiration from Instagram. Millennials, on the other hand, were much less likely at 39.1%.

Mobile usage is at an all-time high with Gen Z. They get a vast majority of their news and culture from Instagram and TikTok. Brands can make the most out of this online audience by:
    •    Utilizing in-platform purchasing tools.
    •    Optimizing websites to be mobile friendly.

Tap into Gen Zers around the world and ensure you’re communicating to them in the right way and on the right platforms—a global strategy that encompasses localization is key to growth.

So where do you start?

Our expert team is ready to help set you up for success with a winning globalization strategy. Contact us today to learn how.