What: Gen Zers regard online shopping as an experience and have high expectations for it.

Why is it important: In order to capture the increasing e-commerce wallet share of Gen Zs, brands will need to make their digital experiences seamless.

Younger customers value good digital shopping experiences and will quickly move on from brands if the experience is poor. 38% of GenZers said that they will allow a brand one second chance to fix a mistake before switching to a rival. Over one-third of young shoppers have abandoned a purchase or posted a negative review because of a poor digital shopping experience.

Nearly two-thirds (64%) of Gen Z said they want to keep buying almost everything online, which could have ramifications for brands and their direct-to-consumer and e-commerce strategies. As these customers reach adulthood and gain shopping power, they are demanding instant gratification from their digital experiences. Retailers and brands need to make a good and lasting impression on Gen Zers, or risk losing them to competitors.

Gen Z also expects fast service with 80% saying retailers that can deliver in fewer than 24 hours are more appealing. They also expect free shipping and personalized suggestions on products based on their shopping history.

Brands could lose fickle Gen Zers over poor digital experiences