Written by Rupert Firmstone, Global Head of PIM
Fast, seamless, ethical and authentic: a panel of Gen Z students gets transparent about their approach to online shopping in our live Q&A with Glynn Davis (commerce journalist) and Rupert Firmstone (Global Head of PIM at Columbus).
Gen Z’s core expectations of speed and convenience are nothing new, but the online generation isn’t just about instant gratification. Underneath their desire for efficiency lies a strong value system: sustainability, data transparency and genuine connection with brands matter deeply – often more than price.
In this article, we outline the key takeaways from our Gen Z panel, from the influence of social media, the power of technology and the role of second-hand e-commerce platforms, and look ahead to what the future of e-commerce holds.
The online generation: ease is of the essence
Are Gen Z different from other generations when it comes to online shopping? In their own words, yes: ‘I was born with everything just a few clicks away, so I want everything to be fast, intuitive and personalised,’ says Aanchal Malpani, MSc postgraduate in Industrial Marketing at the University of Nottingham.
‘We demand so much more, whether that’s through personalisation, a seamless shopping experience and multi-touch-points,’ adds Lewis Kent, Marketing and Management graduate who has recently joined the Columbus team. ‘We need so much more confidence to make these purchasing decisions.’
While speed, convenience and trust in the brands they’re buying from align with broader consumer trends, Gen Z do demand more: they want slick user journeys that deliver the products they want instantly – without distractions, pop-ups or complex payment processes. They admit their attention span is short, and any friction will cause them to shop elsewhere – even steps like inputting credit card details can put them off:
‘My attention span as a Gen Z person is not particularly fantastic. I’m more likely to go to another website where I can make that purchase quicker, or potentially just leave it,’ says Cavan Barry, a Gen Z employee who specialises in e-commerce customer experience.
Sustainability versus speed: How important are a brand's values?
But alongside this need for speed is an awareness of social responsibility and sustainability that underpins Gen Z’s shopping habits. All of our panel said that a brand’s values are more important to them than price, and they are willing to pay more to buy from brands who share their values.
‘For small brands like mine, telling a clear story about how the products are made and what values we follow can help build long-term trust with Gen Z,’ says Zhuyi Wu, Digital Marketing undergraduate at the University of Nottingham and founder of a small textile brand. ‘For Gen Z values matter, but honesty behinds those values matter even more.’
As part of this shift towards more sustainable shopping, Gen Z are moving away from fast fashion and leaning towards brands with a reputation for lasting quality – and while they’re price conscious, they see long-lasting, sustainably made products as better value in the long term.
Second-hand: the role of repurposing
Second-hand platforms such as Vinted and Depop play a major role in Gen Z’s approach to sustainable shopping: ‘It combines two things Gen Z people really care about: it is sustainable, and it is cheaper than buying straight from the platform,’ says Lewis.
So how can brands take advantage of this trend to shop second-hand? We asked our Gen Z panel for their take on brands who resell second-hand stock through their own platforms, and the response was mixed. Some like the idea because it’s cheaper, addresses sustainability concerns and takes away the gamble from buying second-hand: ‘What really worries me about third-party is the safety of it. Having a brand behind that second-hand product gives me a sense of security,’ says Lewis.
But there’s also a concern over brand positioning and whether second-hand stock affects the brand’s integrity. ‘I think it does make a difference to me because I have this perception of this brand, and I know what the brand stands for,’ says Aanchal. ‘Once they start reselling the same items on their platform, the positioning changes for me.’
Privacy: Where is my data going?
One of the more nuanced topics of discussion was around Gen Z’s desire for data transparency – they’re very switched-on to online security. As part of their desire for simple and seamless experiences, Gen Z don’t want to be distracted by pop-ups, ads and cookie information – but they do want a level of personalisation that allows them to find what they want, and fast.
So how can brands find a balance between a personalised experience that doesn’t exploit a buyer’s personal information and interests?
‘Rapport building is a really important thing, and I think companies skip that, thinking it’s just an information game, but it’s not. It’s a relationship game,’ says Syed Aftab, Medical graduate and Leadership Academy alumni. ‘As soon as I land on any website, I’m asked to sign up for 15 newsletters for 7% off, which is negligible and frankly just insulting.’
Gen Z want something back in return for their personal information. ‘If an organisation wants my personal details, what do I get back in return?’ asks Lewis. ‘Be clear on what it’s being used for and the cross-benefit for both parties. If it’s going to improve my shopping experience, I would be more than happy to pass over my personal details.’
‘I would love personalisation, but I also want to be in control,’ adds Aanchal.
Value control: are subscriptions a declining model?
The notion of being in control of their purchases is a subject that our Gen Z panel returned to in our discussion, particularly when it comes to subscription models.
‘I think subscription models had a big surge around COVID, and it led to over-consumerism and over-materialism. My Gen Z friends became disgruntled with all the subscription-based stuff, says Syed, who adds that cancelling subscriptions can be a long process involving multi-page cancellation forms – something we know that Gen Z finds frustrating.
‘Because of Gen Z’s value control, they don’t want to be sold to – they want to be part of a vision, part of a culture. And subscription models failed with that by forcing you to have a product without asking if you wanted it every single time.’
Social e-commerce: the influencer generation
This idea of ‘not being sold to’ is where Gen Z differs from previous generations. They’re the first to grow up with social media, and many brands are harnessing the power of platforms like TikTok and Instagram to start the shopping journey: influencing rather than selling.
But according to our panel, the power of social media marketing goes beyond eye-catching visuals, direct links to products and influencer reviews – it’s about the authentic discovery of products endorsed by like-minded people. Gen Z have curated their online social spaces to reflect their interests and values, and there’s a perception of personal connection to micro-influencers that sways their decisions when shopping.
‘Influencer marketing is everywhere, but we care about whether the influencer has a positive image or a unique style that feel real and reliable at the same time,’ says Zhuyi. Aanchal adds: ‘When I see people actually using a product, it actually attracts me to buy that.’
But while Gen Z are happy to be influenced by their socials, it’s important that products meet their expectations to avoid loss of trust between the brand and consumer: ‘No matter how good the influencer is, the product itself needs to be real and match what is promised,’ says Zhuyi.
The future: technology meets personal transactions
What does the future look like for e-commerce according to Gen Z? There’s a strong focus on building relationships with consumers, who want to feel like they’re part of a community rather than a transaction – and while speed and simplicity is key, they also want to feel an emotional connection to the brands they shop with.
‘It’s going to be less about what you’re selling and more about what you can make that customer feel,’ says Lewis. ‘If you can provide us that value, whether it’s meeting our sustainability needs, making it somewhat affordable, giving us an authentic person and a reason to buy your product – we will buy it, even it if comes at a slight price premium.’
Gen Z also anticipate more integration of tech into their shopping experience, with heavy personalisation, AR tools such as virtual try-ons, and social commerce driving tailored user journeys: ‘I’ve used these in the past for a jewellery retailer to try on a ring or a watch – it just enhances my shopping experience and it’s another touch point that helps me build confidence,’ says Lewis.
‘I think we will see even more social commerce and AI-driven personalisation, for example, shopping directly inside apps like TikTok,’ adds Zhuyi. ‘AI will learn our personal habits and shows us highly customised products.’
With this fine balance between efficiency, ethics and evolving tech, Gen Z is changing how the world of e-commerce works. Are you ready to change with them?
We closed the roundtable with a collective call for more collaboration. Manufacturing and supply chain leaders face common challenges, and there's real value in sharing what works and what doesn’t. Whether it's building internal digital capability, rethinking data governance, or managing AI expectations, these are shared problems best solved together.
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