Gen Z shoppers: value-led, social-first, and AI‑curious (1998–2010)

Gen Z (born 1998–2010) are reshaping ecommerce. They shop online frequently, discover products on social media, and prioritise value.

Compared with older cohorts, they are the most open to emerging technologies such as agentic commerce and AI‑assisted research.

• Forty-four percent shop online every week.
• About 3 in 10 use AI when researching purchases.
• Forty-eight percent prefer collection points (e.g., Parcel Lockers) when they will not be home.
• Click-and-collect and clear tracking help close the sale.
• Sixty-nine percent use social media for product discovery.