Gen Z’s Online Shopping Habits:
How Brands Can Capture the Attention of the Next Big Consumer Generation
By
Chris Brownlee, SVP of Product, Yext
As the shopping industry continues to expand, brands are struggling to quickly adjust their marketing strategies to reach the next and bigger generation of consumers—Gen Z. Gen Z is now a powerful force in the U.S. economy, making up roughly one-fifth of the population. With their collective purchasing power projected to soar to $12 trillion by 2030, they’re bound to reshape the future of retail.
For marketers and retailers, understanding Gen Z’s online shopping habits isn’t optional—it’s essential. A recent report from Yext offers critical insights into how this demographic interacts with digital content when making purchasing decisions. As we head into a new year with even more technological developments, it’s clear that Gen Z’s preferences differ from older shoppers, and adapting to these shifts will be key to securing their loyalty.
Social Media as the New Search Engine
Unlike Baby Boomers and Gen X, who still primarily rely on traditional search engines like Google to find new products, Gen Z embraces social media as their primary tool for product discovery. According to Yext’s report, 51% of Gen Z shoppers begin their product search on social media platforms instead of search engines, and a majority (67%) of Gen Z use social media as a search tool. This highlights the growing importance of platforms like Instagram, TikTok, and YouTube in driving consumer behavior.
For Gen Z, browsing and looking for inspiration while shopping is equally as important as actually purchasing something. Social media allows brands to interact with Gen Z in a way that feels less transactional and more personable. Consumers want to find new products in an engaging, visually stimulating way, not through text-heavy search results. It’s not just about advertising a product—it’s about creating a brand, telling a story, and connecting on multiple levels.
Maps Matter More Than You Think
Search engines are still necessary for all age groups, but an often-forgotten platform that Gen Z is increasingly using is maps. According to Yext’s data, 10% of Gen Z shoppers use maps (such as Google Maps or Apple Maps) to find products and businesses. This number may seem small compared to the role maps play in older generations, but it represents a major shift in how younger consumers discover local stores, promotions, and events.
With mobile habits on the rise, maps provide convenience and speed—especially when consumers are looking for nearby stores or checking availability before making a purchase. For brands, ensuring their locations and offerings are easily discoverable on maps is a new essential part of being “findable” in the digital-first world. An updated map listing can differentiate between a customer walking into your store or heading to a competitor’s.
Building Trust in a Digital-First World
In today’s digital landscape, online interactions often replace face-to-face ones, making trust crucial. Gen Z is known for its high standards when it comes to brand authenticity, credibility, and engagement. They expect transparency and are quick to call out companies that don’t meet these expectations. To earn their loyalty, brands must focus on three key aspects: engagement, authenticity, and credibility.
1. Engagement: Be Present Everywhere
A common mistake brands make is underestimating the significance of staying engaged across different digital channels. While it might seem overwhelming to manage a presence on multiple platforms—social media, review sites, listings, and maps—research shows that brands that are actively participating in over 75% of the conversations on these platforms see big improvements in customer ratings. In fact, businesses that engage with customers through reviews and feedback can earn up to a 1.2-star increase in their ratings, which directly impacts click-through rates and conversion.
It is also important to note that engagement goes beyond responding to reviews. The best brands take a proactive approach, actively looking for feedback and following up with customers to keep the conversation going. For negative reviews or concerns, providing private channels for feedback and resolving issues quickly can help win back customer trust and flip a negative experience into a positive one.
2. Authenticity: Speak to Your Audience
As The Digital Presence Report calls out, Gen Z expects brands to speak “their” language and personalize content to their specific needs. This means that one-size-fits-all messaging isn’t satisfiable. Marketers must create localized content that resonates with different audiences. For example, promoting holiday sled sales in Colorado, New York, and San Diego requires different approaches each to tone, language, and imagery.
While it may be difficult to manually create unique content for every region, tools like Large Language Models (LLMs) can help brands automate the creation of regionally specific content. Whether it’s a relaxed, laid-back tone for Southern California or a bold, outdoorsy message for the Rocky Mountains, personalizing your brand voice for different locations builds credibility and increases connections with consumers.
3. Credibility: Match the Right Tone to the Right Channel
Finally, credibility is built through consistency and relevance. The tone of your message should align with the platform you’re using. For example, a message promoting holiday sled sales on LinkedIn might be more formal and business-focused, while on Instagram, a casual, visual post with emojis and hashtags would be more appropriate. This shift in tone reflects not only the platform but also the expectations of the audience.
- LinkedIn (Professional and informative tone)
“Colorado professionals and families, the winter season is here! Our Christmas sled sale is perfect for outdoor team-building or weekend fun.” - Instagram (Casual, engaging, and visually oriented)
“❄️ Colorado, winter is calling! Our Christmas sled sale is on. Don’t miss out! #HolidaySale” - Website (Descriptive and SEO-friendly language)
“Celebrate Colorado’s holiday season with our exclusive sled sale—perfect for mountain adventures.”
The Future of Retail is Digital and Social
As Gen Z continues to shape the future of retail, brands that succeed will be the ones that understand how this generation shops, communicates and interacts with content online. Social media is no longer just a promotional tool—it’s the primary channel where Gen Z discovers products. Trust, authenticity, and engagement are the currencies that will drive brand loyalty.
For businesses looking to capture Gen Z’s attention this year, it’s time to rethink your digital strategy. Be present on the right channels, speak the right language, and build trust by engaging in meaningful ways. With the right approach, brands can not only win over Gen Z but secure their place in the next era of retail.
Chris Brownlee is SVP of Product for Yext
