Generation Z Behavior in E-commerce: Characteristics transformed into Opportunities
They are engaged, connected, critical, and hands-on. These thousands of young adults who were born with technologies in hand between the years 1995 and 2010 are part of the so-called generation Z.
These are customers who make quick decisions and currently dictate commerce trends.
According to recent market estimates, this generation already accounts for more than 40% of all consumers worldwide. This number tends to grow as their purchasing power increases.
For these and other reasons, most brands are turning their attention to this generation, especially when it comes to online sales, where this audience is constantly present.
In this content, we will better understand the characteristics of generation Z and their buying behavior, especially in e-commerce. Read on and learn more about the theme.
What is generation Z?
According to a recent survey conducted by the UN, generation Z represents about 32% of the current population of the planet. These young people are usually inclusive, authentic, and have a strong critical sense.
Based on these characteristics, they tend to relate to brands that are authentic in the defense of their purposes, visionary, concerned with social responsibility, and seek to deconstruct certain standards.
Moreover, they are known as digital natives and have never known the world without the Internet and virtual connections. For this reason, they tend to use digital media for just about everything, especially to consume
What counts for Generation Z consumers?
Consumers belonging to generation Z also tend to have a strong personality when it comes to purchasing decisions. A study published by AD pointed out that 33% of these consumers stopped buying products from a company that contributes to a cause they disagree with.
And it doesn't stop there: according to the same study, around 76% stated that diversity and inclusion are relevant themes to be addressed by brands. The positioning of organizations before social issues make all the difference in the decision making of the members of this generation.
Another particularity that also influences the form of consumption is the appreciation of individual expression. For brands, this means investing in the personalization of products, showing that the customer has a lot of value.
These are behaviors that identify how Generation Z consumers interact with companies and consume products and services.
More characteristics of generation Z and their influence on commerce
Now we have separated some more characteristics of generation Z that also impact the general commerce, showing all the power of influence that these customers have.
Pragmatism
This generation adopts a pragmatic way of life and sees no problem with it. They are realistic, very practical, and responsible. They follow a more logical way of thinking and are always in search of financial and personal satisfaction.
Importance to dialogue
They see dialog as a kind of network, connection, and a field of conciliation. They are thoughtful, activist, and seek to understand differences.
They don't care about definitions
They challenge stereotypes and break patterns. They don't care about definitions of class, gender, or age. What matters is the self, the individuality, and thus they deconstruct any kind of label.
Authenticity
Spontaneity and authenticity are very evident characteristics of this generation. Without many fears of exposing problems, weaknesses, some intimacies, including on the networks, and they value transparency.
New universal language
It is a group that has adopted a new language, through the use of memes and emojis. They can use all their critical capacity with more humor, in a viral language and with multiple references.
Inclusion
Members of Generation Z love being part of groups, as they usually believe that there is always some point of connection between people. They are very inclusive, with interests completely tied to diversity.
What are the impacts of generation Z on e-commerce?
As we said before, generation Z grew up with the most powerful technologies in the palm of their hand, and this has shaped their buying characteristics. For this reason, we have separated some behaviors that directly impact e-commerce sales. Check them out.
Strong Internet presence
Accounts on various social networks, online videos, countless podcasts watched, and so on. All this, just to exemplify the constant presence of this audience on the Internet. In addition, they are able to open and pay attention to many screens at the same time. They use many tools and devices to be online constantly.
Those who use mobile the most
There is no other generation more adept at mobile devices, especially smartphones. Through their cell phones they open e-mails, keep up with the news, access social networks, and shop at any time and place.
They have active voice
They assume a clear role of protagonist, due to all the affinities with the technological means and the ease of obtaining countless information through them. That is why they end up influencing friends and family when it comes to buying. Another important point is that these young people are very critical and do not hesitate to use company profiles on social networks as a customer service, if necessary.
Value the differentials
Not something too old-fashioned. What these people like is innovation and personalization. They like brands to communicate in a way that adds value to the customer. Therefore, companies need to leave behind the "more of the same" if they don't want to be left behind by this public.
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Now that you understand the importance and the impacts that generation Z causes in e-commerce, how about developing strategies to meet this audience wherever they are? One of the best and most economical solutions for your business opportunity is the cross border system, also known as "Cross Border Commerce".
ShipSmart has the most innovative cross border resources that simplify the shipping of products. Contact our team and find out about our solutions to expand your e-commerce.