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6 in 10 Gen Zs prioritise user experience and trustworthy reviews

Over 75% rely on reviews and customer service when shopping.

Sixty percent of Gen Z shoppers prioritise platforms with easy search, comparison functionalities, and trustworthy reviews, according to Shopee's Engaging Generation Z Shoppers in the Digital Era survey.

The report also showed that 30% of Gen Z shoppers strategically plan their purchases, with over 70% of items remaining in their cart for more than a day for in-depth research.

When it comes to the checkout experience, 60% focus on user experience features such as product restock reminders, flash deals, and voucher applications to expedite checkout. Meanwhile, 40% prioritise efficient platform delivery services.

In terms of value maximisation, 83% of respondents are motivated by free shipping, competitive pricing, attractive promotions, discounts, and vouchers. Product quality emerged as a secondary consideration for this demographic.

ALSO READ: Around 7 in 10 Gen Zs in Southeast Asia prefer e-commerce 

Moreover, over 75% of Gen Z consumers rely on reviews and customer service when shopping, often seeking user and expert reviews, engaging with sellers via chat, comparing products across brands, and using Shopee Live and Shopee Video for product information and decisions.

“We understand that Gen Z presents a significant growth opportunity,” said Ming Kit Tan, head of marketing and business intelligence at Shopee Malaysia. Our user-friendly platform features like Shopee Live empower users with information beyond product listings, such as in-depth reviews or live demonstrations. 

“It fosters a relationship between seller and buyer, allowing a sense of trust to be built between each interaction,” he continued.

He added these hyper-personalised experiences serve as a valuable addition, fostering long-term brand loyalty among this growing demographic.


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