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More than half of Gen Z shoppers prefer platforms with easy search, user reviews: report

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Azunta Gaviola

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1 month ago

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Kuala Lumpur, Malaysia – Around 60% of Gen Z shoppers indicated that they prioritise platforms with easy search, comparison functionalities, and helpful reviews. 

This is according to Shopee’s latest ‘Engaging Generation Z Shoppers in the Digital Era’ report, emphasising the importance of creating a user-friendly platform with relevant functionalities that empower users with information beyond product listings. 

In this survey, findings revealed that approximately 30% of Gen Z strategise their purchases, with over 70% of items in their cart lasting more than a day to conduct thorough research before making a purchase. 

It was also found that a streamlined checkout process is equally vital for this generation of shoppers, with 6 out of 10 expressing more focus on user experience features such as product restock reminders, flash deals, and voucher applications. This was followed by easy order cancellation and price comparison tools.

A significant 40%, on the other hand, seek efficient platform delivery services to finalise their purchases.

Additionally, critical motivators for 83% of the respondents also appeared to be free shipping, competitive pricing, attractive promotions, discounts, and vouchers. This implied the importance of maximising value in their purchasing decisions as well as getting the most for their money.

On the other hand, it is also worth noting that product quality was observed as a secondary factor when choosing a purchase channel.

Ming Kit Tan, head of marketing and business intelligence at Shopee Malaysia, said, “We understand that Gen Z presents a significant growth opportunity. 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. 

“Such hyper-personalised experiences function as a value-added service, building long-term brand loyalty within this rising demographic,” he added. 

Meanwhile, more than 75% seek reviews from both users and experts before purchasing.

Among the purchasing practices within this generation is engaging with sellers through chat features and comparing products across brands. The rest use Shopee Live and Shopee Video for product information and purchase decisions.

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