Born between 1997 and 2012, Generation Z is a tech-savvy, ethically minded group. Gen Z’s purchasing behavior may be paradoxical, but their impact on the economy is too big to ignore.
Gen Z’s spending in the US more than doubled between 2020 to 2025, increasing from 2.6% of total sales in 2020 to 6.1% in 2025, according to consumer insights company Numerator. By 2030, their global spending power is expected to grow to $12.6 trillion, up from $2.7 trillion in 2024, reports Bank of America Institute.
In this article, learn about Gen Z shoppers’ spending behaviors and how you can appeal to them.
5 Gen Z purchasing behaviors that influence sales
- They use TikTok as a research tool
- They listen to influencers more than others generations
- They care about brand values
- They expect a smooth digital shopping experience
- They want personalization
Gen Z shopping habits are notably different from older generations’ habits. Here are some hallmarks of Gen Z consumer behavior that can influence your marketing strategies:
They use TikTok as a research tool
More than any other generation, Gen Z uses TikTok as a search engine. According to 2026 data from Statista, 65% of Gen Z use the platform for social search.
One way to appear on TikTok search results is to use SEO, which needs a dedicated strategy.
“Showing up in search results requires a different approach than appearing on the For You page,” says Leslie Ann Hall, founder and CEO of Iced Media. “TikTok’s search ranking is driven by intentional keyword usage—specifically within captions, on-screen text, transcribed audio, and relevant keyword-based hashtags.”
Keyword research tools like Google Ads Keyword Planner can help you find niche keywords that can be used to tailor content toward a desired audience. Incorporate those keywords into text elements like captions.
They listen to influencers more than other generations
Thirty-five percent of Gen Z adults in the US find new products through influencers or bloggers, according to 2025 YouGov data. This is almost double as much as older adults.
One of the ways to make an item feel like a must-buy for Gen Z is to have a creator endorse it on social media platforms, according to PwC.
If you want to use influencer marketing to build brand loyalty and capture Gen Z purchasing power, lean into authenticity. Gen Z pickle brand Good Girl Snacks works with influencers who already love similar products, so their reviews feel genuine and expected for their audience.
“We reached out to the girls we knew would love the pickles,” cofounder Yasaman Bakhtiar says on Shopify Masters. “We knew they were either pickle connoisseurs already or they ate a similar snack. It naturally felt more organic for them to talk about it in a video because it’s already part of their everyday routine.”
To find the right creators with whom to collaborate, try the Shopify Collabs app, where you can manage relationships with influencers. You can search for creators or invite those you already know make sense for your brand. Through Shopify Collabs, you can also encourage creators who love your products to sign up as an affiliate through an application page on your online store.
They care about brand values
Gen Z consumers care about brand values more than other generations.
A 2025 YouGov survey found 65% of Gen Z adults in the US like companies having a moral message. This is in comparison to 59% of millennials and 53% of both Gen X and baby boomers. The same survey found that the top values for Gen Z buyers are honesty, trustworthiness, and consistency between what a brand says and what they do.
Consider investing in content creation about your business practices, supply chain, and company policies that reflect the ethical values of your brand, like Australian beauty brand Fluff. Inspired by her younger cousins, founder Erika Geraerts created a podcast about consumption and mental health as it relates to the beauty industry.
“I was emotionally invested in their mental health and the messages that they were receiving around beauty,” she says on Shopify Masters. “You have a lot of brands still communicating messaging that isn’t appropriate or that is very subtly not positive within the beauty space. So, for us, we want people to feel like they can see themselves in the Fluff brand and challenge their thinking in a positive way about beauty, about how beauty is connected to identity, about their consumption habits.”
Fluff shares clips of interviews with experts on social media to encourage their customers to provide feedback and start a conversation.
They expect a smooth digital shopping experience
According to a 2026 T-Mobile and Emarketer survey, 53% of Gen Z teens use their smartphones to shop online.
To create a more accessible digital experience, consider optimizing your online store for browsing on mobile. Pay attention to your website’s user experience (UX) and user interface (UI), such as user flow and how easy it is to complete a purchase. Shopify themes use responsive design, so your store looks good on all screen types, including on smartphones or if accessed through a social media app.
Also, aim to make the checkout process faster. You can use Shop Pay, an accelerated checkout that can save users’ contact and payment information, which is helpful for repeat purchases on a smaller screen. After inputting their information the first time, customers can use the feature across stores that use Shop Pay.
They want personalization
While previous generations might be less responsive to personalization, 65% of Gen Z are more likely to increase spending when brands personalize their marketing.
Tailor your marketing to the Gen Z audience with personalized experiences. A 2026 Amperity study found 29% of Gen Z shoppers are “much more likely” to make a purchase when receiving an offer that feels personal to them.
To create more personal email marketing messages, head over to your Shopify admin and go to the Customers section, where you can track and organize your customers into segments. One way to create segments is to ask Sidekick, an AI assistant you can access from any part of your admin. Ask the assistant to segment customers based on things like location, their buying behaviors, and how they respond to your messaging. Write custom messages tailored to these individuals.
Gen Z purchasing behavior FAQ
How does Gen Z make purchasing decisions?
Gen Z makes purchasing decisions based on social media search, influencer recommendations, online shopping experience, and a brand’s ethical values. Brands can cater to this consumer behavior by offering a quick checkout, transparent business practices, and relevant influencer partnerships.
How much does Gen Z spend?
In 2024, Gen Z spent roughly $2.7 trillion globally, according to Bank of America Institute. Gen Z spending power is predicted to increase to about $12.6 trillion by 2030.
Is Gen Z a big generation?
Gen Z makes up around 25% of the global population.
