32% of Gen Z consumers shop online daily

Consumer behavior differs by age group, Jungle Scout finds.

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Gen Z consumers are shopping online at higher rates than other generations, and choosing to start product searches on TikTok over Google.

Those are a couple of takeaways from a new report on consumer trends issued this week by ecommerce seller platform Jungle Scout.

When it comes to Gen Z consumers, the report found the following:

Daily digital: 32% of Gen Z consumers shop online at least once daily. That’s compared to 25% of millennials, 15% of Gen X and 7% of baby boomers.

Starting at TikTok: 43% of Gen Z consumers start product searches on TikTok. That’s a higher share than those that start searches on Google. In the overall population, a majority of consumers still start product searches on Amazon.

Secondhand savings: 42% of Gen Z consumers purchased a resale item in the last year. Gen Z is the most likely generation to shop secondhand items online to save money.

The report highlights how Gen Z appears to be more digitally inclined, and willing to embrace emerging shopping modes, whether that is a social media platform or category like resale. At the same time, it underscores the generational variation in consumer behavior.

Gen Z seems to be putting the lowest priority on saving money, despite wider anxiety about the economy during this period of high inflation. The report found that baby boomers are 78% more likely than Gen Z to purchase items on sale. Boomers are also the most likely to use credit cards that have perks allowing them to save money.

Meanwhile, 56% of Gen X and 43% of millennials are cutting back on purchases in the fun or impulse category to save money. Among Gen Z consumers, the share of those pulling back is 37%.

“In the world of ecommerce, one size does not fit all,” says Michael Scheschuk, President of Small & Medium Business at Jungle Scout. “Businesses must understand each generation’s unique values, preferences, and behaviors to create tailored strategies. As the youngest and newest cohort of shoppers, Gen Z offers invaluable insights into the current and future trends shaping retail.”

A note on spending: When it comes to overall commerce spending, data from Jungle Scout shows that spending ticked up in the first quarter, though more spend is being directed toward essentials. Consumers bought more groceries, cleaning supplies and supplements, while cutting back on discretionary items such as electronics, clothing and home goods.
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