From discovery to purchase, Gen Z approaches retail with a fluid mindset — blending online inspiration, social influence and in-person experiences. To better understand their perspective, we surveyed nearly 200 self-identified Gen Z consumers, ages 13–28, to explore the key influences shaping their shopping behaviors and preferences.

The findings reveal how this generation is actively reshaping the future of retail. Read on to discover what matters most to Gen Z and how brands can meet them where they are.

Social Discovery Drives Purchase Decisions

According to our survey, 85% of Gen Z turn to social media, primarily Instagram (83%) and TikTok (67%), to discover new products, with 44% using it daily. They rely heavily on these platforms to guide their purchase decisions. What specifically motivates them to buy are products that look cool or unique (66%), have positive comments and reviews (66%) and items that solve a problem (65%). On average, 55% of respondents have bought something directly through a social media platform.

But social discovery is only part of the picture. What brands often miss is how Gen Z wants to be understood. Recent findings from MG2, a Colliers Engineering & Design company, latest report, Gen Z is Evolving: Their Search for Meaning, Connection, and the Brands That Get It, reveal the assumptions Gen Z feels brands often get wrong:

This underscores a critical insight: Gen Z doesn’t want to be labeled — they want to be listened to. They’re pushing back against outdated stereotypes and challenging brands to show up with curiosity and authenticity. As the largest emerging consumer group — set to control $12 trillion in spending by 2030 — they expect more than surface-level marketing. They want to co-create experiences that reflect their individuality, values, and real-world complexity.

TikTok has become a major force in social commerce by combining aesthetic appeal, instant social proof and practical solutions, delivered through rapid trend cycles that drive impulse buys and competitive envy. Barnes & Noble’s BookTok strategy is a case study in how traditional retailers can thrive by embracing, rather than resisting, these dynamics. By leaning into #BookTok, the bookseller has achieved mid-single-digit sales growth since 2021, with 57 stores open and 60 more planned for 2025. The company closely monitors trending titles, responding with dedicated in-store displays to ride the viral waves. 

Strategic Shoppers Demand Real Partnership

The success of blending digital and social commerce comes from understanding a fundamental shift: Gen Z approaches commerce as a two-way conversation. They expect brands to listen, respond, and evolve based on their feedback. Companies that understand their preferences, deliver smart recommendations and design experiences informed by crowd-sourced insights are more likely to earn their engagement. For Gen Z, loyalty is earned through collaboration, not just transactions. 

Gen Z also brings an investigative mindset and sharp resourcefulness to their shopping habits. They cross-reference platforms, compare prices, and seek validation from their social circles before making a purchase. Although Gen Z is generally comfortable sharing personal data, they expect something in return: seamless, personalized interactions that reflect their individuality and values. Despite their comfort with sharing data for personalization, adoption of newer technologies remains cautious. When asked about using genAI to inform personal recommendations, 22% didn’t know AI could be used for retail, and 61% have yet to try it. Forty-three percent who say they’re open to using it for personalized recommendations remain skeptical.

“Gen Z may be the most inventive shoppers we’ve seen yet. Squeezed harder than previous generations, they hack the system through squad-buying, splitting a Costco card as casually as a Netflix password. As the first majority non-white generation — already one in five Americans — they’re reshaping retail,” shares Lÿden Foust, founder of Spatial.ai. “Brands that rely on old playbooks are invisible to them because they don’t just window shop — they algorithm surf. And their loyalty isn’t bought: it’s earned, socially.”

Digital Discovery, Physical Validation

Gen Z has never known a world without technology and social media deeply ingrained in daily life. They use every available way to shop, making omnichannel flexibility non-negotiable for brands.

When it comes to their preferred shopping approach, 73% of Gen Z favor a hybrid approach—browsing online and then checking products out in person—although convenience and price transparency often steer them toward completing purchases digitally. Their omnichannel expectations are amplified by something previous generations never had: instant access to a global marketplace. Sixty-five percent of respondents cited wider product selection as a key benefit of online shopping. Thanks to advancements in global shipping and logistics, products that were once region-specific — like K-beauty skincare, Japanese streetwear, or European vintage — are now just a few clicks away, fundamentally changing how quickly consumers can participate in current fashion trends.

Unlike older demographics, they naturally expect a seamless flow between digital and physical touchpoints. In our survey, 57% of respondents ranked a seamless experience as “super important” to their shopping journey. In comparison, 92% cited the ability to see, touch and try products in real life as a key reason to visit physical stores. Gen Z blends channels with seamless continuity — using digital for discovery and research, then physical spaces for validation and experience.

The Return to Brick-and-Mortar

Their desire for experiential and tactile engagement reflects a strong preference for in-person shopping. The demand for physical validation is driving even TikTok-native brands to establish a brick-and-mortar presence, similar to their DTC predecessors. EDIKTED, which launched as a TikTok-native brand, quickly gained traction with Gen Z through viral fashion hauls. That digital momentum translated into physical retail with the opening of a permanent inline location at the Mall of America, a clear signal of the brand’s intent to bridge online momentum with real-world connection. Similarly, Australian brand Princess Polly rose to popularity through TikTok fashion influencers, tapping into Gen Z’s love for fast, expressive style. The brand has since expanded its footprint with ten physical stores across the U.S., with three more slated to open on the East Coast later this year — a clear example of how strong online loyalty can drive offline growth.

Squeezed Generation, Strategic Spending

Gen Z enters adulthood with more financial burdens than any previous generation, and nearly half (48%) don’t feel financially secure. Their demand for transparency, value, and personalized experiences isn’t just a preference; it’s an economic necessity. Nearly all respondents ranked price as either “important” (50.54%) or “super important” (47.85%), reinforcing how much cost considerations shape their decisions. Their payment preferences reflect this practicality: contactless payments (63.98%), personal credit cards (55.38%) and debit cards (46.24%) are the most common methods, highlighting their comfort with both digital tools and financial independence.