Generation Z, or Gen Z, is known as the first generation of digital natives, growing up in a world fully connected to technology. Many of them may not even recall life before smartphones. Gen Z matured during the era of streaming content, accessible anytime and anywhere. This makes them distinct from previous generations, such as Millennials or Gen Y, who experienced the rise of the internet while still living with tube TVs and landline phones.

The lives of Gen Z are almost inseparable from the internet and advanced devices. The presence of the internet has become a fundamental necessity for them to connect, communicate, and fulfill their needs. This has led to their unique approach to life experiences, including shopping habits that integrate the digital and physical worlds—an approach now referred to as the phygital lifestyle.  

Online Shopping: Convenience and the Influence of Social Media

Gen Z approaches shopping in a unique way, combining digital convenience with direct experiences. Growing up with the internet, they see e-commerce as the go-to option for easy access, product variety, and a fast shopping process.

A survey conducted by Clove Research revealed that 74% of Gen Z prefers online shopping for products that don’t require a physical experience, such as everyday clothing and accessories. However, the appeal of online shopping for Gen Z extends beyond mere practicality. Social media plays a crucial role in their purchasing behavior—platforms like TikTok and Instagram are key sources of product inspiration and information.  

Offline Shopping: Direct Experience and Decision Support  

On the other hand, physical stores still hold a special appeal, particularly for products that require firsthand inspection, such as clothing, shoes, electronics, or skincare. A Clove Research survey found that over 62% of Gen Z believes it’s important to try items before buying, especially for higher-priced goods or products linked to personal style.

They also view shopping in physical stores as a social experience, often combining it with recreational activities like dining or hanging out with friends. Physical stores that integrate digital technology, such as interactive setups or cashless systems, successfully attract Gen Z by offering a more comfortable and modern experience—something truly reflective of the “Gen Z Style.”  

Combining Online and Offline Shopping  

Gen Z’s shopping behavior increasingly reflects the “ROPO” trend (Research Online, Purchase Offline), where they research product information online by reading reviews and recommendations before buying in-store. Conversely, they also engage in “showrooming”—checking out products in physical stores and then purchasing them online if they find a better deal. This strategy allows them to maximize value by comparing prices across platforms.

Clove Research found that 56% of Gen Z frequently compares prices on e-commerce platforms with those in physical stores before making a purchase. This blend of online and offline shopping demonstrates a complex yet strategic pattern, as Gen Z strives to achieve the best value while prioritizing quality experiences.