From fashion finds to grocery staples, Gen Z’s mobile shopping habits are reshaping the retail landscape. With mobile grocery shopping up by 40% since 2021, it’s clear that no product category is too traditional to bypass the scroll. As the first truly mobile-native generation, Gen Z doesn’t just shop online—they live there.
The pandemic push: Grocery shopping goes digital
The Covid-19 pandemic accelerated digital adoption across all age groups, but Gen Z embraced mobile grocery shopping with unmatched ease. What began as a necessity quickly evolved into a habit. The rapid growth of app-based platforms and the rise of 10-minute delivery services like Zepto, Blinkit, and Instacart made it all the more convenient. Why run to a store when your favorite snacks, skincare, or stir-fry ingredients can arrive while you're still watching Reels?
Experience over ownership
Unlike older generations that measured consumer success by the things they owned, Gen Z is driven by experiences. This preference spills over into how—and where—they shop. Instead of walking into physical stores, they prefer to scroll through curated feeds, tap through Instagram Shopping Bags, or browse flash deals on TikTok Shop.
In fact, Gen Z consumers in North America and Europe are 16% more likely to use Instagram Shopping than other age groups, and TikTok Shop usage outside of China has grown by 14% in just the past year. The pattern is clear: Gen Z is shopping in places brands never imagined a decade ago.
The social media effect: Shopping meets storytelling
What sets Gen Z apart is how seamlessly they blend content consumption with commerce. For this generation, social media isn’t just a place to be entertained—it’s where they discover products, compare reviews, and make purchasing decisions. They value peer recommendations and influencer opinions over traditional ads. Authenticity is currency, and a TikTok creator's honest product review can carry more weight than a million-dollar TV spot.
This behavior has forced brands to rethink their digital strategy. Instead of pushing products, the focus has shifted to storytelling—relatable, engaging, and often influencer-driven narratives that lead users from scroll to sale.
Emerging influence, growing power
While Gen Z may not yet have the same spending power as older generations, their influence is undeniable. Many are still in school, yet they already have strong preferences and clear expectations from brands. They demand transparency, value for money, and digital-first experiences. And as they continue to enter the workforce and grow their disposable income, their impact on the global economy will only deepen.
The future is already in their hands
Gen Z isn’t just influencing trends—they're building them in real time. With smartphones as their primary shopping portal and social media as their storefront, they’re redefining what modern commerce looks like. For brands, adapting to this shift isn’t optional—it’s survival. Because for Gen Z, every scroll is a potential sale.
