10 Gen Z Shopping Habits That Are Redefining Retail in 2025

From short-form video commerce to AI-driven personalisation and a strong value focus, brands in India and globally are already making significant shifts

New Delhi: Generation Z—those born between the mid-1990s and early 2010s—is fast becoming the most influential consumer group worldwide. Expected to account for nearly 19% of global spending by 2030 (Statista), this digital-native cohort is reshaping how brands must approach marketing, product development and customer experience.

From short-form video commerce to AI-driven personalisation and a strong value focus, brands in India and globally are already making significant shifts.

IndiaRetailing spoke to several brand leaders to decode the top Gen Z shopping habits transforming retail in 2025.

Mobile-First and Omnichannel by Default

Gen Z expects seamless shopping journeys—across apps, stores and social platforms. A Statista report shows that over 75% of Gen Z shoppers prefer a mobile-optimised experience.

“Omnichannel isn’t a differentiator anymore—it’s expected,” says Lokendra Ranawat, CEO of Wooden Street. “They may browse on Instagram, compare on marketplaces, and finally buy through our app or a store.”

Retailers have already started connecting inventory, offers, and content across all platforms to serve Gen Z’s hybrid purchase habits.

Social Media is the New Mall

Over 50% of Gen Z made a purchase via social media in 2024, Statista reports. Purchased ’t just drive impulse sales—they play a role in discovery, comparison, and even customer support.

“Bite-sized content, meme marketing, and influencer challenges have outpaced TV or print,” says Sayantani Das, Head of Marketing at Jumboking. “We’ve seen great traction with burger challenges and raw behind-the-scenes clips.”

Even customer service is social—40% of Gen Z prefers brand support via platforms like Instagram or WhatsApp, creating demand for conversational commerce.

Authenticity Over Aesthetic

Gen Z prefers brands that feel ‘real’. This means influencer campaigns with unscripted content, and store experiences that are immersive, not just pretty.

“Everything doesn’t need to be polished,” adds Sayantani. “Our raw, lo-fi videos featuring real customers work better than traditional celebrity endorsements.”

Vrushali Parab, Head of Marketing at The Belgian Waffle Co, agrees, “Gen Z wants Instagrammable moments, but not filtered perfection. They want brand experiences they can relate to and share with pride.”

AI-Driven Customisation is a Growing Expectation

Statista reveals 74 74% of Gen Z is interested in using AI during online shopping, 74% more than any other generation. From fashion recommendations to virtual store assistants, they’re open to tools that offer efficiency and personalisation.

“We’re exploring generative AI to power better customer journeys—especially in-store analytics and product recommendations,” says Sayantani. Wooden Street has also begun integrating AI across touchpoints to improve both UX and fulfilment speed.

Gamified Experiences Build Loyalty

Gen Z responds well to reward mechanisms that mirror gaming—be it badges, scratch cards or AR-based activities.

“Our loyalty programme is app-integrated, with rewards and challenges. This aligns with Gen Z’s love for instant gratification and interactive shopping,” notes Sayantani.

Domino’s, for example, has incorporated scratch cards and app-exclusive deals, while The Belgian Waffle Co has deployed AR, CGI content and 360-degree UGC booths in select outlets.

Values and Purpose are Buying Triggers

From eco-friendly packaging to inclusivity, Gen Z wants brands to align with their personal values.

“Sustainability, gender neutrality, and ethics are not just checkboxes—they shape brand perception,” says Sayantani.

“Jumboking’s vegetarian positioning and cosays mpostable packaging help us stand out.”

Transparency also matters—ingredient lists, sourcing details, and impact stats often appear in Gen Z’s pre-purchase checks.

FOMO-Driven Campaigns Create Action

Short-lived deals, disappearing stories and exclusive drops build the urgency Gen Z craves.

“Fleeting FOMO is real,” says Ridhima Kansal, Director at Rosemoore.

“We’ve seen that Gen Z reacts faster to stories with 24-hour limits or countdown offers than static discounts on websites.”

This behaviour is being reflected in everything from app notifications to flash sales on Instagram Live.

Shopping is Now a Social Sport

Shopping is a quest, not just a transaction. Gen Z enjoys completing tasks, unlocking rewards, and sharing their wins—turning every purchase into an interactive experience.

“Gam, fied shopping journeys—even something as simple as a digital stamp card—add value,” explains Vrushali. “It keeps the audience engaged beyond the moment of purchase.”

Some brands are even designing ‘quests’—such as scanning QR codes in different locations or sharing purchases to unlock badges.

Forensic Validation Precedes Purchase

Price sensitivity is high, but so is research intensity. Statista notes Gen Z will consult multiple platforms, price comparison toothat ls, Reddit threads, and YouTube reviews before buying.

“Gen Z shoppers go deep,” says Ridhima. “They validate each detail—right from user reviews to discount codes—before checking out.”

This is why brands must maintain cross-platform consistency and detailed product information across all channels.

Instant Payment and Frictionless Checkout is Non-Negotiable

According to Statista, almost 40% of Gen Z shoppers use debit cards, followed by 29% using credit cards, with UPI rising fast in India. They expect instant, secure, and flexible payment options—often via QR codes or app wallets.

“From in-store ordering to app-only deals, we’ve streamlined all payment modes with Gen Z in mind,” notes Sayantani. “Removing friction at checkout increases conversion and repeat use.”

The Gen Z consumer is curious, critical, and digitally fluent. They’re not just shopping—they’re curating, comparing, and collaborating with brands. Whether it’s via meme marketing or AI-led recommendations, success in 2025 will belong to brands that align with Gen Z’s values, habits, and expectations.

As Lokendra Ranawat sums it up, “To stay relevant, brands need to move fast, personalise faster, and speak Gen Z’s language across every touchpoint.”

The post 10 Gen Z Shopping Habits That Are Redefining Retail in 2025 appeared first on India Retailing.

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