In 2025, Gen Z shops with their phones, their values, and their feeds. With 97% using social media for product inspiration and 80% embracing secondhand shopping, they’re changing retail from the ground up.

Driven by digital fluency and values-first decision making, Gen Z shopping habits are redefining what modern retail looks like in 2025 and beyond.

Generation Z—those born between 1997 and 2012—are no longer just teenagers making wishlist Pinterest boards. In 2025, they are dominant decision-makers, full-time earners, and major spenders.

Gen Z shopping habits 2025 are not just a phase—they are transforming the entire retail landscape. With unprecedented digital fluency and a clear preference for authentic engagement, Gen Z is pushing brands to rethink how they sell, speak, and serve.

Why?

Because Gen Z…

• Represents 32% of the global population
• Has $450 billion in current purchasing power
• Is expected to reach a whopping $12 trillion in global spending power by 2030
  

Curious how Gen Z makes buying decisions—and how your brand can meet them there? Let’s break it down.

Gen Z Shopping Habits 2025: An Overview

Generation Z doesn’t shop the way older generations did. Their decisions aren’t driven by flashy ads or brand names—they’re fueled by values, social proof, and convenience.

Here’s what defines their Gen Z shopping habits 2025:

• Over 64% are willing to pay more for brands they feel loyal to
• 68% prefer shopping on mobile phones over other devices
• 66% favor Buy Now, Pay Later (BNPL) platforms like Klarna and Afterpay
  

They spend their money carefully. Here’s how:

• Essentials (rent, utilities): Around 52% of monthly income
• Dining & Social Activities: ~$166/month
• Entertainment (streaming, music, games): ~$157/month
  

But it’s not just about spending. It’s about spending with purpose. Gen Z cares deeply about:

• Sustainability
• Inclusion
• Mental health advocacy
• Data privacy
  

Who are the Digital Native Shoppers of 2025?

Generation Z is the first fully digital generation. They don’t remember a world before smartphones, and they expect seamless, mobile-first experiences.

Let’s break it down:

• 98% own smartphones, and use them for almost everything
• They spend 4+ hours daily on apps like TikTok, YouTube, and Instagram
• Mobile apps now convert 157% more than mobile websites
  

They also love immersive tech:

• 61% have tried Virtual Reality (VR)
• Over 54% want personalized experiences from AI
• Brands using AR try-ons or AI product recommendations are winning attention
  

If your brand isn’t optimized for mobile or AI-curated, Gen Z might just scroll right past you.

What Influences Gen Z Shopping Decisions in 2025?

Here’s the big difference: Gen Z doesn’t trust ads. They trust people.

Let’s look at the numbers:

• 67.4% rely on online reviews before buying
  
• User-generated content (UGC) is their go-to for making purchase decisions
  
• 32% make purchases based on influencer recommendations, compared to 21% of Millennials
  

This shift has changed how Gen Z shops—they want realness, not glossy campaigns, and they’re heavily influenced by relatable creators and micro-influencers

What works?

• Short-form videos that feel raw and personal
  
• Micro-influencers who are relatable
  
• Transparent product feedback from peers
  

Brands must listen, engage, and prove they care. Anything less falls flat.

Gen Z Consumer Behavior: Realness Over Glamour

Forget picture-perfect. Gen Z values imperfection if it’s authentic.

They look for:

• Transparency (what’s in the product, where’s it made?)
• Honest storytelling (no filters, no fluff)
• Community values (diversity, sustainability, activism)
  

Real-world actions speak louder than curated feeds. Just look at these numbers:

• 80% of Gen Z buy secondhand—recommerce is booming
• 55% have rented clothes instead of buying new
• 60% choose products from small businesses over large corporations
  

Gen Z consumer behavior is rooted in accountability. If your values don’t match theirs—especially around sustainability or inclusivity—they’ll walk

Pie Chart: What Influences Gen Z Purchase Decisions Most?

• Online Reviews – 39%
  
• Social Media Comments – 35%
  
• Recommendations from Friends – 31%
  
• Influencers – 17%
  
• Celebrity Endorsements – 14%
  

Win Gen Z with Influencer Strategies That Stick

Want Gen Z to stop scrolling and start engaging? AWISEE matches your brand with creators they trust—turning likes into loyalty and content into conversions.

• Reach Gen Z through creators they trust
• Build brand loyalty with authentic content
• Launch data-backed influencer campaigns

The Rise of Social Commerce in Gen Z eCommerce Behavior

Social media has become the new mall. And Gen Z? They’re window-shopping, buying, and reviewing—without leaving their favorite app.

In 2025:

• 97% use social media for shopping inspiration, often discovering products directly on platforms like TikTok and Instagram.
• TikTok, Instagram, and YouTube lead the way in product discovery
• 58% have purchased something they saw on social media
  

This is where Gen Z eCommerce behavior thrives: real-time, visually engaging, socially validated.

How Gen Z Shops on Social Platforms

Their process is simple but strategic:

• See a product on TikTok or Instagram Reels
• Click through to the brand’s website or shop link
• Check comments, reviews, and creator feedback
• Use BNPL at checkout
• Share their own review if it hits the mark

Did you know?

• Over 60% use TikTok Shop, Instagram Shopping, or direct product links
• But only 28% use in-app checkout—most head to external brand sites
  

This is where Gen Z shopping behavior insights 2025 really matter—brands need to simplify, streamline, and offer value upfront.

Bar Chart: Top Platforms Gen Z Uses for Product Discovery

Gen Z Shopping Preferences: Values-Driven, Price-Sensitive

Now here’s where it gets interesting—Gen Z isn’t just shopping, they’re making statements.

Every swipe, click, and purchase is deeply tied to what they believe in. And for retailers, that’s a big shift from the “price tag first” mindset of earlier generations. This shift is one of the core pillars of evolving Gen Z shopping habits 2025.

Let’s break it down:

• 64% of Gen Z are happy to pay extra for products from brands they feel loyal to
• Over 60% actively support small businesses, not corporate giants
• 36% have boycotted a brand in the last year for ethical or political reasons
  

They’re also not afraid to demand clarity—if your brand doesn’t show exactly how it sources materials or treats workers, Gen Z will look elsewhere.

Even more surprising? Over 58% say they’re skeptical of sustainability claims unless they’re backed with real proof

Gen Z Spending Behavior in a Conscious Economy

Let’s peek into how Gen Z actually manages their money—and wow, it’s impressive how strategic they are.

Monthly Spending Breakdown:

• 52% on essentials like rent, food, and transportation
• $157/month on entertainment
• $166/month on dining out and socializing
  

And here’s the twist: Many add extra items to their cart just to get free shipping rather than pay for it outright

Their purchases are increasingly aligned with eco-conscious behavior:

• 80% buy second hand instead of new
• 55% have rented clothing
• 61% check resale options before buying new
  

These financial choices underscore the importance of ethical and sustainable values in Gen Z shopping habits 2025.

Future of Retail: Gen Z and eCommerce in 2025 and Beyond

If you think Gen Z’s impact on shopping has peaked, think again.

The future of retail is being redesigned in real-time, with Gen Z’s influence at its core. Their expectations have raised the bar for personalization, digital experiences, and brand relationships.

Here’s what’s gaining traction in Gen Z eCommerce behavior:

• AI-powered personalization is now expected—54% want tailored recommendations
• AR try-ons, like Sephora’s Virtual Artist, are mainstream
• 60% prefer virtual retail experiences
  

Gen Z doesn’t just want to see products, they want to experience them. And they’ll reward brands that make it happen.

Young Consumer Trends 2025: What’s Next?

Let’s look ahead. Young consumer trends 2025 suggest a continued move toward community-based commerce and co-creation.

Some major shifts are already visible:

• Gen Z expects brands to reflect their world—inclusive leadership, diverse marketing, and ethical customer service
• Peer-to-peer selling and ambassador communities are gaining ground
• Brands are becoming community platforms, not just product vendors
  

This generation doesn’t want to be sold to—they want to be part of the conversation. And any brand that ignores that risks falling out of touch with Gen Z shopping habits 2025.

Data Snapshot: Gen Z Shopping Behavior Insights 2025

Gen Z Shopping in Numbers – 2025 At a Glance

Adapting to the Gen Z Retail Revolution

Gen Z shopping habits 2025 aren’t just about convenience or aesthetics. They’re about identity, ethics, and shared values.

They:

• Shop with their beliefs in mind
• Expect personalized, mobile-first, immersive experiences
• Want brands to engage in real conversations, not pushy sales

To thrive, retailers must align with what influences Gen Z shopping decisions—honesty, inclusion, and innovation. The future of retail Gen Z demands a new playbook.

Because if you’re not meeting them where they are, you’re not in the game at all.