Gen Z shops online 2–5 times a month, and this young consumer group is widely seen as the next major force in the market. In other words, someone you would be wise to start paying attention to now. But who are the much-talked-about Generation Z behind their armor of AirPods and narrow sunglasses? And what do they expect when they shop? You can learn more about that here.
Gen Z, born between 1997 and 2012, are currently between 14 and 29 years old and make up 19% of the total population in Denmark. That is on par with Millennials, Gen X, and Boomers, who each account for around 20–21% (Danish Industry, 2025).
Those are the numbers. But what do they actually mean?
First and foremost, they signal that Gen Z will become a consumer group with significant purchasing power in the years ahead—and, as a result, will likely influence how we run e-commerce businesses going forward.
And yes, we say in the years ahead. Because let’s face it: Gen Z is still a young audience. The youngest are still in high school, and for many, income comes from student grants and part-time jobs. That also means that while Gen Z has a relatively high purchase frequency, their average monthly online spending remains lower than that of older, more established consumer groups. According to data from Danish Industry, the average monthly spend among younger consumers in Q3 2025 was DKK 1,382.
However, a recent analysis from PwC estimates that Gen Z globally will reach a spending power of $12 trillion as early as 2030. The future potential is massive, but many companies are already struggling to capture the attention of younger consumers. And for good reason.
A confusing stage of life
It is not easy to put Generation Z into a single box. With an age span ranging from teenagers to people in their late twenties, the generation covers very different life situations—and, as a result, very different spending behaviors.
A Gen Z consumer can be:
- The student, primarily focused on covering rent (if they have not moved back home), filling the fridge, and managing a limited budget that tends to disappear as quickly as the social calendar fills up.
- The young professional, with a growing income, relatively few fixed expenses, and more financial freedom than younger Gen Z consumers.
Couples in this group are often referred to as DINKs (Double Income, No Kids)—a particularly attractive segment, as they have disposable income and fewer obligations, making them more likely to spend on self-indulgence and experiences. - The new parents, where children and often home ownership enter the picture, and finances shift toward covering fixed costs tied to family life and housing. Diapers and bathroom renovations are no joke.
It ain’t easy - we know. But instead of focusing on the wide range of differences within Gen Z, let’s take a closer look at what they actually have in common as consumers.
Value-conscious
We have already touched on the fact that Gen Z is not the group spending the most on e-commerce right now. What is interesting, though, is how they evaluate the money they do spend and the purchases they make.
As a group, Gen Z is highly value-conscious. In simple terms, they judge a purchase on more than just price.
They prioritize spending where the sense of value is clear.
Take a typical Gen Z consumer buying a bag. You can be fairly certain that purchase was not made on price alone.
Instead, it is the result of a broader set of considerations. What is the bag made of? Under what conditions was it produced? Could I find it secondhand on Vinted? What does the brand stand for? Which values do they represent? Does it fit the vibe I want to project?
A purchase needs to feel meaningful across multiple dimensions. A product does not just have to meet Gen Z’s expectations on price—it also needs to align with their values, their causes, and their sense of identity.
These values often revolve around issues such as social and economic equality, climate, and inclusion. And they matter. In fact, nearly one in three Gen Z consumers in the U.S. (32%) say they regularly engage in activism.
Authenticity is everything
Gen Z is looking for authenticity. They have grown up in a digital world where commercial messages are everywhere. And because of that, they have developed a sharp instinct for what feels real and what feels staged.
They generally trust large organizations and polished brand narratives less, and instead gravitate toward people.
That is also why their journey rarely starts in a traditional search engine when looking for products. Platforms like TikTok, Reddit, and Discord act as their primary discovery channels. Here, inspiration, research, and social proof blend into one experience, allowing Gen Z to discover products while simultaneously seeing them evaluated by people they relate to.
Reviews play a central role in this process. Where previous generations primarily relied on recommendations from close relations, webshop reviews, or platforms like Trustpilot, Gen Z seeks validation from other users on social media.
Because that is where they find honest experiences, unfiltered opinions, and content that does not feel like advertising, but like genuine recommendations from people like themselves. We wrote a lot more about this in our recent trend report, which you can find here.
I could relate to the people using the product, and that’s why I bought it - Rikke, 21
And when we talk about authenticity and Gen Z, we cannot ignore user-generated content. Across platforms, reviews, ratings, and “hauls” play a key role as one of Gen Z’s preferred forms of social validation.
While UGC originates from users, it can be thoughtfully integrated into your e-commerce setup. UGC videos can live across your homepage, product detail pages, and social channels—helping you tap into the credibility and authenticity that Gen Z clearly values.
Mobile first
Optimizing for Gen Z also means adapting to how they use devices. Gen Z is the first truly mobile-first generation. The smartphone is their primary device for everything from inspiration to purchase and customer service, with 65% of 18–30-year-olds shopping on mobile (DI, 2025). This is where the relationship with your brand begins, and where the digital experience is judged.
That also means expectations are high. Gen Z expects the mobile experience to be intuitive, fast, and frictionless. Mobile first is not just about design. It is about the entire experience: navigation, checkout, payment, delivery, and communication. Yes, communication. Gen Z wants to be able to reach you as a brand and feel both seen and heard.
They could only be reached between 10 and 12 on three weekdays. That just doesn’t work. Why won’t they talk to me? - Susanna, 19
That said, mobile first does not mean the physical store has lost its relevance. Quite the opposite. For many in Gen Z, shopping is an experience. An event rather than a transaction. The physical store offers the chance to touch, try, and experience products, but also to validate whether it is the right purchase.
For e-commerce businesses with physical stores, this raises the bar for a cohesive omnichannel experience, where online and offline are seamlessly connected across assortment, pricing, inventory, and the overall buying journey.
Shopping as self-care
And this is where Gen Z becomes tricky to pin down. Not just a diverse audience, but at times a contradictory one.
Because while Gen Z is price-conscious and value-driven, we are also seeing a seemingly conflicting trend gain traction: Doom spending.
Doom spending refers to impulse-driven purchases that are not necessarily rational, but emotionally motivated. Purchases that offer a temporary sense of comfort or indulgence in a world where heavier topics increasingly dominate everyday life.
It is, in many ways, an evolution of the “treat yourself” mindset. Just amplified by the uncertainty and crises shaping the world right now.
For Gen Z, doom spending is rarely about big investments. It is about smaller, everyday purchases. Think snacks, beauty products, accessories, or an overpriced matcha and a pastry that feels just a little bit worth it.
So how does that align with their values and price awareness?
Because for Gen Z, these purchases are not about overconsumption. They are about self-care. And that is exactly why they can coexist with both strong values and a sharp sense of price.
We ain’t seen nothing yet
Gen Z may not be the most financially powerful consumer group just yet, but their influence is already clear. They place high demands on both brands and buying experiences, and they do not evaluate a purchase on price alone, but on relevance, values, and authenticity.
For e-commerce, that means it is no longer enough for your solution to simply work. The experience needs to be fast, thoughtful, and human across mobile, social media, and physical stores. And who stands strongest with Gen Z? The brands that combine value for money with clear values and a seamless buying experience.
