The Influence of Gen Z on Ecommerce and Marketing Strategies

25 May 2025

The world is changing, and at the heart of this change is one powerhouse generation: Gen Z. Born roughly between 1997 and 2012, these digital natives are rewriting the rules of everything, including the way we shop and market. If you've noticed shifts in ecommerce trends or marketing strategies over the past few years, chances are Gen Z has something to do with it. But how exactly are they influencing the game? And what does this mean for brands trying to win their attention? Let’s dive in.

Who Is Gen Z, and Why Are They a Big Deal?

First off, who is Gen Z? Well, they’re the generation that grew up with smartphones in their hands, Wi-Fi in their homes, and social media profiles before they hit their teens. They don’t just use the internet—they live on it.

Here’s the kicker: Gen Z’s spending power is massive. According to recent studies, this generation wields hundreds of billions of dollars globally, and their influence on household purchases is undeniable.
But it’s not just about their wallets—it’s their mindset. Gen Z isn’t just another group of consumers; they’re a cultural force that shapes trends, from the rise of TikTok to the popularity of thrift shopping.

Gen Z and Ecommerce: A Match Made in Heaven

It’s no secret that ecommerce has exploded over the past decade. But if you think millennials were the ones driving this boom, think again. Gen Z is the real MVP here. They’ve never known a world without one-click purchases or next-day delivery.

1. Mobile-First Shopping

For Gen Z, their phones are like an extension of their hands. They browse, compare, and buy straight from their smartphones. Research shows that mobile accounts for a huge chunk of Gen Z’s online shopping activities. If your ecommerce website isn’t mobile-friendly, you’re practically invisible to them.

2. Social Media = The New Mall

Gone are the days when teens hung out in physical malls. For Gen Z, social media platforms like Instagram, TikTok, and Snapchat are the modern-day shopping districts. They discover products through influencers, viral videos, and peer recommendations rather than conventional ads.

Take TikTok, for example. A trending video about a skincare product can turn an unknown brand into a bestseller overnight. If your brand isn’t leveraging social commerce yet, you’re leaving money on the table.

3. Ethical and Sustainable Shopping

Here’s where Gen Z really stands out as consumers. They care. A lot. They care about sustainability, inclusivity, and transparency. If your brand isn’t eco-friendly or if your values don’t align with theirs, Gen Z will swipe left faster than you can say “checkout.”

Think fast fashion brands like SHEIN—they’re immensely popular, but they’re also scrutinized heavily by Gen Z for their environmental impact. Brands that can prove they’re sustainable or support social causes are far more likely to win this generation’s loyalty.

Marketing to Gen Z: Strategies That Actually Work

Okay, now that we know how they’re transforming ecommerce, let’s talk about marketing. Spoiler alert: traditional ads won’t cut it. This generation has a low tolerance for being “sold to.” If you want their attention, you’ll need to switch gears big time.

1. Authenticity Is King

Gen Z has a sixth sense for BS. They know when a brand is being fake or overly polished, and nothing turns them off faster. That’s why authentic marketing wins every time.

Use real people in your ads, ditch the corporate jargon, and show the human side of your brand. Gen Z wants to connect emotionally, not just transact.

A great example of this is Wendy’s Twitter account. It’s not just a fast-food brand—it’s a personality. Their snarky, clever tweets resonate with Gen Z because they feel real and relatable.

2. Influencer Marketing: But Make It Genuine

Yes, Gen Z loves influencers, but not in the way you might think. They’re not looking for glossy celebs with millions of followers. Instead, they gravitate toward micro-influencers with smaller, more engaged audiences. Why? Because they trust them.

If you’re considering influencer partnerships, aim for authenticity over star power. Partner with people who genuinely align with your brand, not just the ones with the biggest follower count.

3. Short-Form Video Is Non-Negotiable

Let’s face it: Gen Z’s attention span makes a goldfish look focused. If your content doesn’t grab them in the first few seconds, they’re gone. That’s why short-form video content on platforms like TikTok and Instagram Reels is a game-changer.

But here’s the catch—it needs to be entertaining, informative, or both. Think life hacks, quick tutorials, or behind-the-scenes content. Salesy pitches? Not so much.

4. Purpose Over Profit

Gen Z isn’t just buying your product; they’re buying your values. They want to know what your brand stands for. Are you giving back to the community? Supporting environmental causes? Promoting diversity in your hiring practices? These things matter.

Brands like Patagonia have nailed this. Their commitment to sustainability and environmental activism has earned them a die-hard Gen Z fanbase.

Challenges Brands Face While Appealing to Gen Z

Let’s be real—it’s not all sunshine and rainbows when it comes to winning over Gen Z. This generation is demanding, and they hold brands accountable like never before.

1. Cancel Culture

Gen Z wields the power of cancel culture like a sword. Make one misstep—whether it’s a tone-deaf campaign or failing to meet their ethical standards—and they won’t just stop buying from you; they’ll call you out publicly.

2. Hyper-Personalization

Gen Z expects brands to speak directly to them. They want personalized recommendations, tailored shopping experiences, and targeted ads that actually make sense. This requires brands to invest heavily in data and AI, which isn’t always easy.

3. Fast Paced Trends

Keeping up with Gen Z can feel like running on a treadmill that keeps speeding up. One moment they’re obsessed with cottagecore; the next, it’s all about dopamine dressing. Trends come and go faster than most brands can adapt.

The Future of Ecommerce and Marketing in a Gen Z World

The influence of Gen Z on ecommerce and marketing strategies isn’t going to fade anytime soon. In fact, as this generation grows older and earns more, their impact will only deepen.

What does this mean for brands? Simply put: evolve or get left behind. The days of one-size-fits-all marketing are over. If you want to thrive in a Gen Z-dominated marketplace, you’ll need to get creative, stay authentic, and keep your finger on the pulse of their ever-changing preferences.

Final Thoughts

Gen Z is a generation like no other. They’re not just consumers; they’re creators, tastemakers, and trendsetters. If brands can meet them where they are, speak their language, and embrace their values, the rewards can be huge. But ignore them, and you might just find yourself struggling to stay relevant.

So, how is your ecommerce or marketing strategy stacking up? If the answer is “meh,” now’s the time to rethink it. Gen Z is here, and they’re reshaping the world of commerce in ways we’ve never seen before. Are you ready to keep up?