Sell smart to Generation Z

Art. no. 216462981 24 Apr 2025

Generation Z, born between 1997 and 2012, is already shaping the e-commerce landscape. According to the Swedish Trade Federation's report "The State of Retail 2023", they will make up 40% of the global working population by 2030, making them the largest consumer group. This makes it crucial for online retailers to understand and adapt to Generation Z's unique buying patterns and values. Here are some concrete tips on how you can do so:

Create a seamless shopping experience: Generation Z expects a frictionless transition between physical and digital shopping experiences. Consider integrating solutions such as unmanned stores, hybrid solutions and experiences that connect the digital with the physical.

Make your values clear: Generation Z chooses to shop from brands that share their values. Be honest and transparent about your company values, and avoid greenwashing at all costs.

Prioritize sustainability: Sustainability is no longer an option, but an expectation. Consider implementing and highlighting sustainable options in your e-commerce.

Engage your customers: Generation Z sees themselves as part of the brand. Create ways for them to contribute, for example through user-generated content, reviews or interactive communities.

Physical stores as brand builders: If you have physical stores, think of them as more than just points of sale. They can serve as marketing channels and places to build strong relationships with customers.

Include everyone: Generation Z values inclusivity. Make sure your e-commerce and retail stores are welcoming and accepting of all customers.

Be globally aware: As geographical barriers blur, it's important to be aware of international trends and competition. Your e-commerce is not only competing on a local or national level, but globally.

Remember, Generation Z is digitally native, value-driven and has high expectations. To dive deeper into the topic, visit the Swedish Trade Federation's website and read the report "The State of Retail 2023". The future of e-commerce lies in the hands of Generation Z, and it's up to us e-retailers to understand and adapt to their needs and expectations."

Embracing this generation and their unique needs is not only a way to drive sales, but also to create long-term, meaningful relationships with customers who will grow with your brand. Remember, inclusivity, sustainability and digital literacy are not trends for Generation Z - they are requirements.

Read more and download the report on the Swedish Trade Federation website.