Gen Z is driving the usage in quick and social commerce

Just under half of 18–24‑year‑olds have used quick commerce, and just over a quarter have used social commerce in the last four weeks. Many of these younger shoppers are not yet responsible for full household spending, often still living with parents, so they tend to be more selective in the missions and products they choose in these channels.

The rise in Gen Z shoppers using both quick and social commerce is increasingly reflected in the cross‑over between online sub-channels. Among quick commerce shoppers, the share of shoppers also engaging with social commerce has grown from 50% to 63% over the last 18 months.

Gen Z’s shifting online behaviour is also reshaping how they interact with traditional retailer websites. The decline in 18–24‑year‑olds using retailer websites is partly explained by older members of this cohort ageing into the 25–34 bracket, where retailer website usage has risen from 40% to 44% over the last 18 months.

The full 'How to win with shoppers online' report is available for ShopperVista subscribers.

For Gen Z, the quick commerce journey begins with the aggregator

While Gen Z is driving much of the growth in quick commerce, the way they navigate quick commerce platforms looks very different from their older counterparts, particularly those aged 45–54.

Aggregators appeal to Gen Z because they allow instant comparison of delivery times, fees, and promotions across multiple retailers, making it the preferred starting choice for younger cost-conscious shoppers. Older shoppers, by contrast, lean more heavily on brand loyalty. Knowing where shoppers start their journey helps pinpoint where to focus discovery, promotions and brand visibility to capture them at the very first moment of intent.

The full 'Quick commerce: delivering for shoppers' report is available for ShopperVista subscribers.

While Gen Z is powering the growth, you can’t focus on them alone

Gen Z is powering much of the growth online, driving adoption across both quick commerce and social commerce. However, while younger, digitally native shoppers will accelerate growth across fast and diverse online sub-channels, you can’t afford to focus on them alone. In fact, 31% of 55+ year-olds have used retailer websites in the last 4 weeks.  

Winning in online will require balancing innovation for emerging generations with strategies that continue to serve the needs and expectations of older cohorts. Building trust and delivering a simple, intuitive experience will be essential to making the emerging online sub-channels more appealing to older shoppers, who still value the familiarity and reassurance of retailer websites.

Stay ahead with ShopperVista insights

This summer on ShopperVista, we’re deep diving into different cohort behaviours to understand how life moments and generational differences shape the way they shop. If you have any questions or would like to help shape the research, please reach out to [email protected] or contact Rosie Young for further information.