Gen Z purchasing behaviour: 5 Trends + brand examples (2025)

Gen Z is more online than any generation before it, and its purchasing behavior is guided by a desire for personalization and a commitment to sustainability. Generation Z is a tech-savvy, ethically minded generation with incredible spending power. Amazon was founded before any Gen Zers were born, and the iPhone debuted when the eldest of the generation was only 11 years old. Capturing market share from this smartphone and online shopping-native generation—now sitting on billions of dollars in disposable income—is a significant opportunity for ecommerce businesses.