Home ati4 blog Gen-Z and E-commerce: The digital revolution
ATI4 Tech

Gen-Z and E-commerce: The digital revolution

Image promotionnelle pour l'article Gen-Z et e-commerce par ATI4 Group.

Generation Z, or Gen-Z, is the new generation made up of individuals born between 1997 and 2012, now representing a significant sector in the digital market. Who are these new consumers? What are their expectations for online shopping? How are they different from their predecessors? And how can businesses adapt to them?

Who Are These New Consumers?

Having grown up with the internet, social media, and smartphones, this generation is hyper-connected. It’s a generation that introduces new trends in the e-commerce market as it has developed unique consumption habits, which we will explore in greater detail below. This generation makes more than half of its usual purchases online and stands out through distinctiveness in its shopping behaviors:

  • Tech Enthusiasts: Having grown up with technology, Gen-Z is highly comfortable with digital devices and platforms. They have not experienced life before the internet or e-commerce and have grown up in an environment where digital technology has always existed.
  • A Strong Social Commitment: Gen-Z feels deeply concerned about environmental and social issues. They are aware of the implications of global production and consumption, and they are far more demanding regarding ethics and sustainability. This social awareness significantly impacts their buying decisions.
  • The Search for Authenticity: This generation grew up alongside the rise of social media, from the early days of Facebook to the launch of TikTok and the rebranding of Twitter as X. They are particularly drawn to all kinds of short, visual, and interactive content. With shorter attention spans, e-commerce platforms need to convey information quickly.
  • Visual Culture: Transparency and authenticity are crucial for these consumers. They prefer to buy products from brands that align with their values, especially brands that are ethical and honest in their communication.

A New Approach to Shopping

First impressions matter

Generation Z, whose expectations for e-commerce are shaped by their digital experience and personal values, demands a smooth user experience. You only have one chance to make a good impression.

This new generation expects your e-commerce site (or mobile app) to be fast, of course, but also intuitive! If users have to click too many times to find what they’re looking for, they’ll likely leave the platform and not return for a long time.

Personalization is also crucial: Gen-Z appreciates recommendations based on their preferences and purchase history. They shop across multiple platforms, moving easily from social media to e-commerce sites and thus creating hybrid shopping habits. With the growth of m-commerce (mobile commerce), it’s even easier for them to shop from one platform to another. Today, Gen-Z represents 75% of mobile transactions, compared to 49% for the entire French population. This means twice the chance to simplify the shopping journey and cart validation directly on your e-commerce site. Make sure your e-commerce site is mobile responsive to minimize friction points on mobile.

Social media

A study by PayPlug reveals that 40% of Gen-Z shops both online and in-store, 20% watch TikTok videos before purchasing a product, and 31% use mobile shopping apps.

Social media has become a true source of information. Today, many Gen-Z consumers check out TikTok or Instagram videos related to a brand before making a purchase, often more instinctively than they would with Google reviews. Indeed, with the development of social media, we’ve seen the emergence of a new type of content: User-Generated Content (UGC). These new profiles are recruited by brands to talk about them and give their opinions as honestly as possible on social media. The goal is to reassure customers before they make a purchase: an accessible personality, unlike major TV influencers, shares their opinion with a smaller community. This creates a natural trust that encourages potential customers to make a purchase on the e-commerce site.

An ecological and social commitment

Gen-Z may have grown up in a highly technological environment, but they were also raised with a concern for the environment. They’ve always been aware of the worsening climate situation, and their ecological consciousness translates into a desire to consume less but better, preferring brands that are transparent about their production methods and communications. This generation is aware of the climate emergency and opposes the production methods of fast fashion brands. This trend is evident in the rise of second-hand platforms like Vinted, which has been growing steadily in recent years.

To capture their full attention, e-commerce brands must prioritize reinventing retail standards on their e-commerce sites. Offer unique benefits they won’t find with competitors: ethical delivery options, flexible payment methods (such as installment payments with no fees or “buy now, pay later” options). Depending on your industry, you could also incorporate innovative technologies like Augmented Reality (AR), allowing customers to virtually try on products before buying (such as a pair of glasses or a couch in their living room). The more transparent you are about your business practices, the more trust they’ll place in you. Your campaigns should resonate with their values and interests to capture their attention and convert them into loyal customers.

In essence, growing up with digital technology means growing up with a smartphone, tablet, computer, and access to virtually unlimited content. Gen-Z is a rising force in e-commerce, and their influence will only continue to grow in the years to come. Businesses, whether physical or digital, must tailor their strategies precisely if they want to connect with and retain this new generation of consumers.

Find out what’s new at the company.

Because mixing fun and work is at the heart of our philosophy, we always try to make a special place for it in our business life. 

Image promotionnelle article design thinking
Design thinking
1 December 2024
Image promotionnelle sur l'étude de mots-clé et le SEO, pour faire la différence.
SEO keyword research
4 November 2024

Millions of internet users conduct searches every day via various search engines, whether to find answers to their questions, a restaurant, a specific item, or a schedule.

Image promotionnelle partenariat ATI4 Group et Gorilla Strasbourg
Applying the values of sports in the digital.
18 October 2024

The Gorilla Club, part of ASPTT Strasbourg, is a sports section dedicated to promoting and teaching American football in Alsace.

Image promotionnelle article Cross-selling et up-selling, ATI4 Group, Agence e-commerce à Strasbourg.
Cross-Selling and Up-Selling
1 October 2024

These marketing techniques encourage buyers to complete their carts with complementary products to their initial items. Although often confused, these two sales techniques have distinct objectives and can be very effective when implemented correctly.

Image promotionnelle pour l'article vente C2C par ATI4 Group.
C2C Sales
26 September 2024

C2C sales, or “customer to customer,” represent a major evolution in the e-commerce landscape. In this model, individuals are the main players, using specialized sites or applications to sell and buy goods or services among themselves. 

Image promotionnelle pour l'article ATI4 Group, création d'un tunnel de vente.
Creating Funnels to Sell Services
11 September 2024

Sales funnels, known as “sales funnels” in English, refer to a technique aimed at maximizing conversion rates to sell more effectively online. 

Image promotionnelle pour l'article dédié aux avis clients ATI4 Group.
Online reviews: How to manage them effectively
2 September 2024

In today’s digital landscape, customer reviews—whether positive or negative—inform consumers about the quality of the products or services they are considering purchasing. Positive reviews can significantly boost sales by influencing the purchasing decisions of other consumers.

Image promotionnelle pour l'article Comment collaborer avec des influenceurs pour accroitre ses ventes ?
Collaborating with influencers to increase sales
12 August 2024

The new generation spends a lot of time on social media, which has led to the emergence of new professions, notably that of influencer or content creator. 

Image promotionnelle article e-commerce transfrontalier
Cross-border e-commerce
29 July 2024

Cross-border e-commerce has transformed the global commercial landscape. This ability to sell anywhere and anytime has significantly boosted companies’ revenues.

Image promotionnelle article les réseaux sociaux un canal de publicité
Social media: an advertising channel?
15 July 2024

Nowadays, social media play a prominent role in our lives. Some use them to share their daily lives, others to spread messages, and some simply to stay in touch with their loved ones or to stay informed about the news. 

Image promotionnelle article utilisation de Chat GPT dans le e-commerce.
ChatGPT in E-commerce
20 June 2024

ChatGPT, this new artificial intelligence tool, allows for the rapid creation of content. Launched by OpenAI in 2022, its goal is to “help by answering your questions and providing information.” Impressive, right?

Image promotionnelle soft skills et e-commerce par ATI4 Group.
Using soft skills to improve your e-commerce
31 May 2024

Soft skills play an equally important role in the success and sustainability of your digital platform. They can transform the way you interact with your customers, your team, and your market.

Image promotionnelle article expérience client ATI4
Customer experience in retail
16 May 2024

Over the years, the focus on user experience (UX) and user interface (UI) has been constant, but today, we are increasingly moving towards another equally crucial concept: customer experience (CX).

Image promotionnelle article réalité virtuelle et e-commerce ATI4 Group.
Virtual Reality and E-commerce
6 May 2024

Virtual Reality (VR) is a rapidly growing technology that is disrupting many sectors, including e-commerce. 

Photo promotionnelle optimisation des fiches produits, site de NIKE
Optimizing product listings to boost online sales
23 April 2024

Product listings are the cornerstone of the commercial strategy. They play a crucial role in converting visitors into customers as they provide detailed information about the products offered by a company. What are the key points to watch out for and the best practices to optimize them and maximize sales?

Image promotionnelle article CMS.
Selecting the right CMS for your e-commerce project.
6 February 2024

The functionalities, costs, and levels of complexity can vary from one CMS to another.

Image promotionnelle pour l'article d'optimisation de site web
Optimizing images for the web
17 January 2024

When it comes to optimizing your website’s performance, paying attention to images is a crucial yet often overlooked step.

The Hyvä Solution for Adobe Commerce
4 January 2024

The dynamics of e-commerce are evolving rapidly, with the primary goal of businesses being to provide an optimal customer experience to maximize conversion rates and, most importantly, sales. For the past two years, a new solution has been making waves: it’s the Hyvä solution and its Hyvä Reset theme.

Image promotionnelle article ATI4 Group
The B2B conversion rate
30 November 2023

In the dynamic universe of online marketing and sales, the conversion rate emerges as a key indicator, reflecting the performance and success of a strategy.

Image promotionnelle article méthode RFM
marketing performance and RFM method
7 November 2023

In the world of marketing, efficiency reigns supreme. 

Photo promotionnelle tendances à venir en 2024
Upcoming Trends in 2024
4 January 2024

The e-commerce industry continues to grow at a rapid pace, driven by technological innovation, changes in consumer behavior, and evolving market expectations. 

Photo promotionnelle article audit de site web
Website Audit: Why is it important?
24 October 2023

In a constantly evolving digital landscape, it is crucial to ensure that your website is performing well, secure, and meeting the needs of your users. 

Photo promotionnelle Marketplace, e-commerce et B2B
Marketplace and e-commerce
17 October 2023

The realm of web marketing plays a central role, where the scope of digital strategy may vary, but merely existing on the web is equivalent to an active approach to online promotion.

Web marketing
29 September 2023

In today’s digital era, Web Marketing has become an indispensable element for businesses aiming to expand their online product and service offerings.

Photo promotionnelle article sur le taux d'engagement et son utilisation
The importance of engagement rate and how to use It
18 September 2023

In the current context of e-commerce and marketing communication, the engagement rate has become a crucial indicator for measuring user interaction and involvement with content or a brand.

Photo promotionnelle soldes
Sales and E-commerce: What is the Impact?
22 August 2023

The sales, that long-awaited event for consumers in search of good deals and discounts. But this event is also a major date in the calendars of e-commerce websites. 

Photo promotionnelle branding
Adapting Your Branding Strategy to E-commerce
22 August 2023

Branding and e-commerce have been continuously evolving, particularly since the expansion of the internet.

Photo promotionnelle optimiser son site
Enhancing performance and user experience
22 August 2023

In a digital world where competition is fierce, the technical optimization of a website is a crucial element to ensure a smooth user experience, enhance performance, and strengthen its search engine ranking.

Photo promotionelle article sécurisation
Securing Your Website
22 August 2023

Online commerce is in constant evolution, and the security of your website, whether you are a small business or a major brand, must be a top priority. E-commerce websites handle vast amounts of data to personalize their product and service offerings, tailoring them to the needs of their target audiences. 

Photo promotionnelle ATI4 Annecy
ATI4 blows out the third candle!
19 June 2023

We celebrated our third birthday last June 1st…. Yep, so soon! 🥳

Migration Magento 1 vers Magento 2
Still on Magento 1?
15 May 2023

With Magento 2, enhancements and new features have been introduced, thus providing businesses with optimized site management. 

Photo équipe ATI4
Internal survey: the ATI4 employer brand
28 April 2023

We recently conducted an internal study to assess our ATI4 employer brand and highlight areas for improvement.

Photo équipe ATI4 certifiés
They’re certified! 
6 December 2022

A year ago, we hired 4 developers to join our Magento Academy. We aimed to train them to use this new technology.

Photo événement Code in the Dark
Apéro Dev, the event for developers! 
2 November 2022

Last November, ATI4 joined forces with Numéric Emploi Grand-Est to host its first Apéro Dev event.

Photo tournoi inter entreprises
The cross-company tournament: the battle of the teams! 
20 June 2022

As fans of digital technology and video games, we held our first inter-company tournament.

Photo équipe ATI4
ATI4 celebrates its 2nd birthday! 
1 June 2022

Over the past two years, we’ve had the opportunity to work with prestigious B2B clients, to learn and to develop.