As a recent article from RetailDive.com reports, the lines between online and in-store shopping continue to blur. However, one generation appears to be leading the charge in redefining how we shop: Generation Z.
According to recent research by Adyen, Gen Z is eager to make the most of their physical shopping experiences, favoring brick-and-mortar stores for a variety of reasons. The desire for in-store discounts, faster access to products, and the convenience of location are all key factors driving this trend. However, the shopping experience itself has become just as important, with Gen Z expecting an integrated, digital-first approach that aligns with their lifestyle.
The Digital-First Mindset
“Gen Z demands shopping experiences that reflect their digital-first mindset — effortless, flexible, and deeply integrated into their daily routines,” says Davi Strazza, Adyen’s North America president. In other words, for Gen Z, shopping is no longer just about walking into a store and making a purchase. It’s about a seamless, enjoyable experience that fits naturally into their tech-savvy and fast-paced lives. Retailers who are able to meet these expectations will define the next era of commerce, transforming the way we interact with physical retail spaces.
The Expectations for In-Store Shopping
But what does Gen Z really want from in-person shopping? When in stores, nearly 60% of Gen Z shoppers say they’ll abandon a purchase if the checkout line is too long. Moreover, over one-quarter of them will leave their items behind if their preferred payment method is not available. Speed, convenience, and flexibility are crucial elements of the in-store experience. An important takeaway for retailers: Gen Z doesn’t have the patience for lengthy checkout processes, and they want to use the payment methods they are comfortable with — whether that’s mobile wallets, buy-now-pay-later options, or other innovative payment solutions.
The Appeal of Beauty and Luxury
One of the more intriguing findings from Adyen’s research is the preference Gen Z has for making beauty and luxury purchases in person. Thirty-one percent of Gen Z shoppers prefer to buy beauty products in-store, and when it comes to luxury goods, Gen Z is four times more likely to make a purchase in-store than Baby Boomers. This shows that while Gen Z is digitally savvy, they still value the tactile experience that comes with purchasing high-end or personal care items in person.
Retailers Must Adapt
To succeed in the evolving retail landscape, brands must understand and adapt to the preferences of Gen Z. Their expectations are clear: they want seamless, flexible shopping experiences that blend the best aspects of both the digital and physical worlds. Retailers that invest in improving the in-store experience — from streamlining checkout to offering loyalty programs that foster deeper connections — will be poised to capture the hearts and wallets of Gen Z shoppers.
As the lines between online and offline continue to blur, retailers have an exciting opportunity to redefine how we shop, making it more engaging, convenient, and personalized than ever before.
