Generation Z buys 44 percent more online
People aged 18 to 27 in Switzerland make 82 online purchases per year—significantly more than any other age group. This is according to DPD’s E-Shopper Barometer. Generation Z is increasingly using social media for shopping, relying on AI tools, and is particularly active on secondhand platforms.
On average, 18 to 27-year-olds in Switzerland make 82 online purchases per year. That is 44 percent more than all age groups between 18 and 70. On average, they only shop online 57 times. This is according to the E-Shopper Barometer from DPD and Geopost, Europe's largest survey on online shopping.
Generation Z also surpasses the older generation when it comes to selling online: Over 90 percent of young adults are active on platforms where private individuals trade second-hand products in particular.
Higher expectations of providers and technology
Generation Z expects more from suppliers and delivery companies than older e-shoppers. Only a third describe the last order they received as uncomplicated. Three out of five young adults use services that are supported by artificial intelligence. Just as many rely on collaborative, sharing and community functions.
Over half of Generation Z trusts the advice of social media influencers when shopping online, and they appreciate it when technology remembers them and makes personalized recommendations. According to the survey in a total of 22 countries, in which 1,092 people took part in Switzerland, Generation Z also has a greater affinity for brands and discount campaigns. They also place a higher priority on sustainability.
Social media as an important purchasing channel
Shopping via social media platforms is a matter of course for Generation Z. 80 percent use this option. Across all age groups, the figure is only 59%. Facebook, Instagram and YouTube are named as the most important social media platforms for purchases - by all age groups. However, Generation Z uses other social media to find inspiration. TikTok and Pinterest are particularly popular.
"For the youngest generation of e-shoppers, the focus is on flexibility in terms of time and location and control over their own orders and sales. Out-of-home delivery options such as parcel stores are becoming increasingly important. Thanks to our network of over 1,000 DPD Pickup parcelshops throughout Switzerland and over 130,000 out-of-home locations across Europe, we at DPD reach Generation Z wherever they are on the move," says Tilmann Schultze, CEO of DPD Switzerland.
Significant differences in purchasing behavior
The survey shows clear differences between Generation Z and older e-shoppers. 60 percent of 18 to 27-year-olds attach importance to trendy brands, compared to only 41 percent of 18 to 70-year-olds. 57% of young adults use AI-supported functions when shopping online, compared to 41% across all age groups.
Generation Z is also more committed to sustainability: 65% say they make sacrifices for the good of the planet and 64% are willing to pay more for environmentally friendly products and services. 56% buy more second-hand products today than in the past.
76% of Generation Z actively search online for reviews and recommendations before making a purchase, and 71% look forward to big discount promotions. 64% are concerned about the impact of e-commerce on society.
