If your online store’s customers include members of Generation Z, then this article is for you.

Generation Z is made up of people born between the mid-1990s and the mid-2000s, which means they are the ones who have recently graduated from college and entered the labour market. It is the first generation to have grown up in a world dominated by smartphones, the internet, and online shopping. As a result, these customers expect more from e-commerce stores in terms of communication, customer experience, and business values.

Find out how you can earn these young people’s loyalty through the five ways listed below.

  1. Influencers are crucial

When Gen Z consumers want to shop, they look for inspiration on influencers’ various social media channels. It is no longer news that recommendations from influencers play an important role in this generation’s purchasing decisions. These digital natives are constantly following the flow of recommendations via Instagram, TikTok, and Snapchat, platforms that allow for direct purchase.

Businesses that don’t have the necessary budget to collaborate with influencers with hundreds of thousands of followers can initiate collaborations with micro-influencers, who have recently begun to be perceived as far more authentic than celebrities. Micro-influencers have between 1,000 and 50,000 followers, but they have well-defined communities and are often distinguished by credible local collaborations.

  1. Interact with them all the time

Even though Gen Z spends a lot of time online, the desire to have shopping experiences that are similar to those in real life has moved to the virtual space. They want to learn about new products and interact with other buyers in an original way.

Gen Z wants human, emotional connections that were once essential to the mall shopping experience, as well as the same facilities that can be found online, such as contactless payment options and easy returns. You can, for example, provide them with a comprehensive calendar of events throughout the year, including live shopping events from influencer sales events.

  1. Consider the User Experience

Generation Z is also defined by its relationship with technology, which began at a young age. The user experience component is very important because these young people not only know what a website should look like, but they are also constantly looking for a “route” that is as simple to use as possible, as well as quick payment methods. The better you adapt and design your mobile store website to be user-friendly, the better your chances of influencing the final purchasing decision.

  1. Communicate authentically

Even if they are fully digital native consumers, research shows that, contrary to popular belief, Gen Z consumers are much more sceptical of brands. This means that retailers must make a greater effort to instil trust in Gen Z customers. According to recent studies, approximately 34% of Gen Z shoppers believe that most online stores are untrustworthy.

Excessive use of promotional banners and pop-ups contributes to the growing number of customers who no longer trust a website.

  1. Use User-Generated Content

Gen Z prefers to shop online and is very much into filtering products and services so that they can find what they’re looking for as quickly as possible. And, when conducting the searches, they take care to ensure that the quality criteria are met. Reviews, customer stories, and online store experiences are all very relevant for Generation Z. It is critical that you provide efficient and timely deliveries to your customers. Basically, to contribute to the creation of User-Generated Content * that will result in positive website reviews, but also pleasant shopping experiences that customers can later relate to acquaintances.


Online businesses, regardless of their size, have well-developed marketing strategies, updated payment options, and opportunities for unique experiences. and efficient delivery will attract and gain the loyalty of the Gen Z audience. Moreover, the trend of online shopping, which had a remarkable evolution during the Covid-19 pandemic, will continue in the coming years, not only for Gen Z but for all generations.

*User Generated Content (UGC) refers to all types of content created and published by unpaid external sources and generated organically by consumers or potential consumers of a brand.