How Gen Z Is Changing Online Shopping (and How Brands Can Adapt)

They don’t browse the high street. They browse the For You Page.

Gen Z — people born between roughly 1997 and 2012 — are now the fastest-growing online shopping demographic in the UK. They’re rewriting every rule of e-commerce: what influences them, how they discover products, and why they buy.

At Somerce, we’ve seen it first-hand through TikTok Shop campaigns that outperform older-audience channels by 3–4×. Let’s break down how Gen Z is changing online shopping — and what your brand should do about it.

1. Shopping = Entertainment

For Gen Z, shopping isn’t an errand; it’s content.
They discover new products while scrolling memes, tutorials, and duets — not while searching Google.

Key stat: Over 70 % of UK Gen Z TikTok users say they’ve bought something they saw on the app.

Somerce insight: TikTok’s “Shop Now” integrations convert because they align with impulse-led entertainment moments rather than transactional intent.

What brands should do:

• Lead with fun and relatability, not price points.
• Make every post watchable first, sellable second.
• Turn Lives into interactive shows — quizzes, giveaways, challenges — not static product demos.

2. Authenticity Beats Advertising

Gen Z can spot an ad in a heartbeat. They value honesty and imperfections more than polish.

They buy from creators who use products in real life, not from staged commercials.

Example: Glow For It’s unfiltered skincare reviews generated 5× more engagement than its glossy brand posts.

How to adapt:

• Empower creators to speak freely — even about what they don’t love.
• Use behind-the-scenes clips and founder videos.
• Reply to comments directly and publicly; transparency builds trust loops.

3. Community Over Category

Gen Z doesn’t follow brands; they join tribes.
They group around shared aesthetics and identities — #CleanGirl, #TechTok, #GymTok, #BookTok.

Each of these micro-communities behaves like its own retail ecosystem.

Somerce tip: Map your niche. If you sell skincare, decide whether you live in #DermTok (expert-led), #GRWM (aesthetic), or #BudgetBeauty (value-driven). Tailor content tone and creators accordingly.

When Icy Bear joined #TeethTok and partnered with dental creators, its monthly GMV rose 42 %.

4. Instant Gratification Is the Default

Gen Z expects speed, transparency and certainty.

If checkout feels clunky, they swipe away. If delivery takes too long, they’ll comment about it publicly.

Solution: adopt TikTok’s Fulfilled by TikTok (FBT) logistics or next-day shipping options.
Somerce clients using FBT see +22 % higher conversion due to “Ships Today” trust signals.

Checklist:
✅ One-click checkout
✅ Live stock visibility
✅ Real-time tracking
✅ Transparent return policy

Speed isn’t a bonus anymore — it’s table stakes.

5. Values Drive Value

Gen Z shops with conscience. They expect brands to stand for something — sustainability, inclusivity, social impact — and they’ll pay for it.

But they want proof, not platitudes.

How to adapt:

• Show, don’t tell. Post process videos of sustainable packaging or fair-trade sourcing.
• Partner with creators who align with your values.
• Keep brand tone conversational, not corporate.

6. They Blend Physical and Digital

Gen Z’s “phygital” mindset means they’ll discover products on TikTok, test them in-store, and reorder online — or vice versa.

Somerce prediction: By 2026, TikTok will integrate location tags for in-store pickup, merging content, community, and convenience.

Action step:
Sync your Shopify or retail POS with TikTok Shop so stock levels, promotions, and offers are consistent across all touchpoints.

7. Attention Is the New Algorithm

Gen Z scrolls faster than any generation before. The first 2 seconds determine whether they’ll stay.

Winning formats:

• Unexpected openings (“You’ve been using this wrong…”)
• Visual transformations
• Story arcs that hook curiosity before revealing the brand

Keep videos under 20 seconds when possible; long form works only when it entertains.

8. The New Conversion Funnel

Forget Awareness → Consideration → Purchase.
Gen Z’s path looks more like this:

Inspiration → Interaction → Purchase → Share.

They buy fast and broadcast faster.
Every customer is a potential micro-influencer. Encourage user content with post-purchase prompts like “Show us your first use” or “Tag #MyBrandMoment.”

9. Somerce Case Studies

The takeaway: Gen Z rewards authentic entertainment and ethical intent, not just discounts.

10. How to Future-Proof Your Brand for Gen Z

✅ Build creator communities, not one-off influencer deals
✅ Prioritise video storytelling over static ads
✅ Adopt fast fulfilment and transparent service
✅ Embed values authentically
✅ Measure engagement, saves, and duets — not just clicks

As Somerce’s strategy team says:

“Gen Z doesn’t follow brands. They follow energy — and buy from whoever gives it to them.”

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