The case study explores the online shopping trends among Gen Z consumers in India. With a focus on the digital-savvy Generation Z, we explore their shopping statistics, habits, and consumer behavior. This study about Gen Z online shopping trends aims to shed light on the evolving landscape of shopping in India and understand the preferences and behaviors of this influential demographic group.

Overall Survey Inferences:

  • The survey of Gen Z online shopping habits in India reveals that 63.9% actively participate in online shopping, with the majority being aged 21 to 25.
  • Urban areas show significantly higher engagement in online shopping compared to rural regions.
  • Smartphones are the preferred device for online shopping among Gen Z, followed by laptops, desktops, and tablets.
  • Gen Z’s shopping preferences span various categories, with clothing and electronics being the top choices.
  • Amazon emerges as the preferred e-commerce platform, with Flipkart, Myntra, and Nykaa following.
  • Most Gen Z individuals shop online monthly, with a sizable group making weekly purchases.
  • Spending habits vary, with the majority falling in the Rs. 15,000 to 20,000 range annually.
  • A significant number of Gen Zers actively use coupons for online shopping.
  • Online reviews, social media, price sensitivity, sustainability, convenience, brand reputation, peer recommendations, and visual appeal all have an impact on Gen Z’s shopping decisions.

Key Findings and Outcomes:

The key findings from the case study offer several valuable insights into Gen Z’s online shopping behavior in India:

1. Active Engagement: Gen Z is an active participant in the Indian e-commerce landscape, with a significant presence. Businesses should recognize the importance of this demographic in shaping the market.

2. Urban Influence: Urban areas play a crucial role in driving online shopping, suggesting the need for targeted marketing efforts in these regions.

3. Mobile-Centric Approach: The dominance of smartphones underscores the necessity of mobile-friendly platforms and apps to cater to Gen Z’s preferences.

4. Diverse Product Interests: Gen Z’s diverse interests open opportunities for businesses to offer a wide range of products, catering to various preferences.

5. Platform Strategy: Understanding platform preferences allows businesses to align their strategies with Gen Z’s favored e-commerce platforms.

6. Influence Ecosystem: Recognizing the influence of online reviews, social media, sustainability, and peer recommendations is vital for effective marketing strategies.

In summary, businesses aiming to tap into the Gen Z market in India should consider their active engagement, urban influence, mobile-first approach, diverse product interests, platform preferences, and the influence factors that shape their purchasing decisions. These insights enable tailored strategies to effectively target and engage this influential consumer segment.

1. Introduction:

In today’s rapidly evolving digital landscape, understanding the impact of Gen Z on the e-commerce market is pivotal. Gen Z, born between the mid-1990s and early 2010s, represents a generation that has grown up with smartphones, social media, and instant access to information. As they come of age, their preferences and behaviors are reshaping the online shopping landscape in India. The purpose of this case study is to delve deep into the online shopping habits, trends, and consumer behavior of Gen Z in India.

2. Objectives Of The Case Study:

The primary objectives of this case study are as follows:

  1. To analyze the online shopping statistics among Gen Z in India, shedding light on the extent of their participation in the e-commerce ecosystem.
  2. To analyze the online shopping behavior of Gen Z consumers in India, including their preferred platforms, devices, and shopping frequency.
  3. To investigate the impact of discounts, coupons, and promotional offers on Gen Z’s purchasing decisions.
  4. To understand the influence of social media, influencers, and peer recommendations on Gen Z’s online shopping choices.
  5. To explore the extent of brand consciousness among Gen Z consumers and its implications for e-commerce businesses.
  6. To delve into the shopping habits of Gen Z, including their spending patterns, preferred product categories, and factors influencing their purchase decisions.

By addressing these objectives, this case study aims to provide valuable insights into the Gen Z online shopping landscape in India, enabling businesses and marketers to better tailor their strategies to this unique and influential consumer segment.

3. Methodology:

To gain comprehensive insights into Gen Z online shopping trends in India, a multifaceted approach was undertaken:

1. Survey:

A structured online survey was conducted among a diverse sample of Gen Z individuals aged between 16 and 25. The survey included questions regarding their online shopping habits, preferences, and factors influencing their purchasing decisions. The aim was to collect quantitative data that would provide statistical insights into Gen Z’s online shopping behavior.

2. Sample Size and Demographics:

The survey gathered responses from a representative sample of 1,200 Gen Z participants across various regions of India. This sample size was chosen to ensure statistical significance and representativeness. The demographics of the participants included a balanced mix of genders, urban and rural backgrounds, and socio-economic statuses, providing a holistic view of Gen Z’s online shopping behavior in India.

3. Survey Questionnaire:

Here are the types of survey questions that were asked to the participants in the case study:

1. Demographic Information:

  • Age
  • Gender
  • Location (urban/rural)

2. Online Shopping Habits:

  • Frequency of shopping online.
  • Devices used for online shopping.
  • Money spent on online shopping per year.
  • Coupon Utilization

3. Preferred E-commerce Platforms

4. Product Preferences

5. Shopping Influences

6. Challenges faced and concerns of shopping online

7. Future Trends Of Online Shopping

These survey questions were designed to gather quantitative data on Gen Z online shopping habits, preferences, and behaviors while also allowing participants to provide qualitative insights through open-ended questions.

By employing the survey and considering a diverse sample, this methodology aimed to provide a well-rounded and accurate depiction of Gen Z’s influence on the e-commerce market in India.

4. Data Collection And Inferences From The Survey:

A. Gen Z Online Shopping Statistics:

1. Age Group of participants

Age GroupNo. of participants who shop online
16 to 20 years421
21 to 25 years755

We took a survey of about 1,200 Gen Z people, from which 1176 reported shopping online.

The data suggests that a significant portion of the younger Gen Z segment is actively participating in online shopping, potentially due to their familiarity with digital technology from a young age.

Compared to the 16 to 20 age group, a higher percentage of older Gen Z individuals are actively participating in online shopping, likely due to greater financial independence and a broader range of shopping needs.

2. Location of participants

LocationNo. of respondentsPercentage

Based on the survey data, it is evident that Gen Z’s engagement with online shopping is significantly higher in urban areas compared to rural regions. 

Of the total respondents, 902 individuals residing in urban locations actively participate in online shopping, while 274 respondents from rural areas do the same. This discrepancy suggests that the convenience and accessibility of e-commerce platforms are more pronounced in urban settings, influencing Gen Z’s online shopping behavior.

3. Devices Used For Online Shopping

Device used for online shoppingNo. of participants

The data reveals that among Gen Z participants in India, the smartphone emerges as the dominant device for online shopping, with 805 respondents indicating its use. This highlights the convenience and mobility that smartphones offer, making them the preferred choice for browsing and making online purchases. 

Laptops are the second most popular choice, with 270 participants using them for online shopping. Desktop computers are less commonly used, with 71 participants, and tablets are the least utilized devices, with only 30 participants opting for them. 

This trend underscores the importance of mobile-friendly e-commerce platforms and apps to cater to Gen Z’s shopping preferences, with the majority opting for the ease and accessibility provided by smartphones.

B. Gen Z Shopping Products Trends

1. Product Preferences

Online Shopping CategoriesNo. of respondentsPercentage
Clothing and shoes76465%
Electronics and Entertainment products57749%
Leisure, Sports, Hobby Items, Beauty Products.45939%
Jewelry and accessories38933%
Automobile parts or accessories30626%
Pharmaceutical Products27123%
Children’s products27123%
Home and garden items24721%
  • Gen Z’s top online shopping categories include clothing and shoes (65%) and entertainment products/electronics (49%), showcasing their fashion-forward and tech-savvy nature.
  • Diverse interests are evident, with 39% shopping for leisure, sport, hobby, and beauty products.
  • They also engage in accessory shopping (33%) and buy groceries online (28%).
  • Gen Z is open to exploring various categories online, including automotive parts (26%) and pharmaceutical products (23%).
  • A significant 23% of people shop for children’s products online, indicating diverse life stages.
  • Home and garden items attract 21% of Gen Z shoppers, showing an interest in lifestyle-related purchases.

2. Preferred E-commerce Platforms:

Popular E-commerce PlatformsRespondantsPercentage
Tata Cliq27423%
Specific Brand Websites34529%
  • emerges as the preferred e-commerce platform among Gen Z, with the largest number of respondents favoring it, highlighting its strong presence and trustworthiness.
  • Flipkart follows closely behind, with 814 Gen Z shoppers preferring it, showcasing its popularity and competitive offerings.
  • Myntra and Nykaa are the choices of 765 and 483 respondents, respectively, demonstrating Gen Z’s interest in fashion and apparel-focused platforms.
  • Ajio and Tata Cliq, while not as dominant as Amazon, Flipkart, or Myntra, still capture the attention of a substantial portion of Gen Z, with 26% and 23% of respondents, respectively, using these platforms.
  • Approximately 29% of Gen Z respondents prefer shopping directly on specific brand websites, indicating a preference for brand loyalty and direct engagement with brands.

These insights can help e-commerce businesses tailor their strategies to better target and engage Gen Z consumers on their preferred platforms.

C. Gen Z Shopping Habits:

1. Frequency Of Shopping Online

Frequency of shoppingNo. of participants

1. The majority of Gen Z participants, comprising 573 individuals, indicated that they shop online on a monthly basis. This suggests that a substantial portion of Gen Z in India views online shopping as a routine activity rather than a sporadic one.

2. A significant number of participants, 247 in total, reported shopping online on a weekly basis. This indicates that a sizable portion of Gen Z consumers engage in frequent online shopping, potentially influenced by factors like convenience and availability of discounts.

3. Around 310 participants mentioned that they shop online occasionally. This category may include those who only shop during special events, festivals, or when they have specific needs. Understanding the factors that trigger occasional shopping behavior can provide insights for e-commerce businesses.

4. While the smallest group in this dataset, with 46 participants, those who shop online daily represent a niche segment. This group might consist of individuals who heavily rely on e-commerce for daily essentials or have unique shopping habits.

Overall, the data suggests that Gen Z in India is actively engaged in online shopping, with a significant portion making monthly and weekly purchases. This frequent online shopping behavior presents opportunities for e-commerce businesses to tailor their strategies to cater to the preferences of this demographic.

2. Money Spent On Online Shopping Per Year:

Range of Money Spent Each YearNo. of Respondants
Below Rs. 10,00075
Rs. 10,000 to 15,000197
Rs. 15,000 to 20,000426
Rs. 20,000 to 25,000380
Rs. 25,000 and above98

Gen Z individuals in India exhibit a diverse range of spending habits when it comes to online shopping. The data shows that a significant portion of respondents fall into different spending categories.

The largest group of respondents, with 426 individuals, falls into the “Rs. 15,000 to 20,000” spending range annually. This suggests that a substantial portion of Gen Z consumers in India It’s worth noting that a smaller number of respondents spend below Rs. 10,000 annually. This suggests that while a portion of Gen Z individuals shop moderately, there is still a market segment with lower spending habits.

Also, 98 respondents spend above Rs. 25,000 on online shopping each year. This segment of high-end shoppers is an interesting niche for e-commerce businesses, highlighting potential opportunities for premium and luxury product offerings.

3. Coupon Utilization

Respondents who use coupons724
Respondents who do not use coupons179
Respondents who use coupons occasionally273
  • A significant majority of respondents, 724 individuals out of 1176, actively use coupons for their purchases. This indicates a strong inclination towards seeking discounts and savings among this group.
  • While coupon users are prominent, there is still a notable portion of respondents who do not utilize coupons. Understanding the reasons behind their choice could provide insights into different shopping behaviors.
  • Approximately 273 respondents fall into the category of occasional coupon users. This suggests that there is a segment of consumers who use coupons selectively, possibly for specific types of purchases or during certain times, such as during sales or promotions.

D. Gen Z Consumer Behavior

Shopping Influences:

1. Online Reviews Matter: Gen Z values online reviews and ratings when making purchase decisions. Positive reviews boost their confidence in a product, while negative feedback can deter them.

2. Social Media Impact: Social media plays a significant role in shaping Gen Z’s shopping choices. Recommendations from influencers, friends, and sponsored content on platforms like Instagram and TikTok influence what they buy.

3. Price Sensitivity: Gen Z is price-conscious. They are more likely to choose products that offer value for money, discounts, or special promotions.

4. Sustainability Matters: Many Gen Z shoppers are environmentally conscious. They prefer products and brands with a commitment to sustainability, eco-friendliness, and ethical practices.

5. Convenience Counts: Convenience is a major influencer. Gen Z appreciates online shopping for its ease and time-saving benefits. Fast delivery options and hassle-free returns influence their choices.

6. Brand Reputation: Trustworthy brands with a strong online presence and positive feedback are more likely to capture the attention of Gen Z consumers.

7. Peer Recommendations: Recommendations from peers, such as friends and family, hold weight. Gen Z often seeks advice from those they trust before making a purchase.

8. Visual Appeal: Appealing product images and videos online can significantly impact Gen Z’s buying decisions. Visually engaging content attracts their attention.

In conclusion, online reviews, social media, price considerations, sustainability, convenience, brand trust, peer recommendations, and visual appeal all have an impact on Gen Z’s shopping decisions.

Inferences from Gen Z Consumer Behavior in India:

Gen Z’s consumer behavior is characterized by several distinct traits. They exhibit a unique blend of brand loyalty, a keen reliance on product reviews, and a strong preference for sustainability. 

Gen Z’s approach to online shopping differs from that of other generational groups because of their constant connectivity and digital nativity. They place high importance on brand authenticity, often gravitating toward brands that align with their values. Product reviews hold significant sway over their decisions, as Gen Z values the experiences and opinions of their peers. 

Additionally, sustainability considerations heavily influence their choices, with a preference for eco-friendly and socially responsible products. Gen Z’s online shopping behavior sets them apart, emphasizing the need for businesses to adapt to their distinctive preferences and values.

5. Learning: Online Shopping Trends

In today’s e-commerce landscape, three key trends stand out: mobile shopping apps, social commerce, and influencer marketing. These trends hold special appeal for Gen Z, shaping their shopping preferences.

1. Mobile Shopping Apps:

Gen Z’s smartphone-centric lives make mobile shopping apps a perfect fit. Their simplicity and accessibility match Gen Z’s fast-paced lifestyles, enabling quick and on-the-go shopping.

2. Social Commerce: 

Platforms like Instagram and TikTok have become shopping destinations for Gen Z. Influencers seamlessly blend entertainment with shopping, aligning with this generation’s visual and interactive preferences.

3. Influencer Marketing:

Gen Z’s demand for authenticity drives influencer marketing. They trust influencers who resonate with their values, and influencer recommendations strongly influence their purchasing choices. This strategy leverages authenticity and peer-like endorsements.

These trends, catering to Gen Z’s love for convenience, visuals, and authenticity, are key to capturing their attention in the ever-changing world of e-commerce.

6. Challenges Faced By Gen Z in Online Shopping:

As Gen Z, the digital natives, embraces the world of online shopping, they encounter specific challenges and concerns in this digital marketplace. However, by adopting a few savvy strategies, they can navigate these challenges and make the most of their online shopping experiences.

1. Security Concerns:

Gen Z often worries about the security of their personal and financial information when making online transactions. The fear of data breaches and identity theft is prevalent.

To address these concerns, it’s crucial to shop on trustworthy and well-established e-commerce platforms. Look for secure payment options, indicated by padlock symbols or “https” in the website’s URL. Additionally, consider using virtual payment methods like PayPal to add an extra layer of security. Always keep your devices and antivirus software up-to-date to protect against malware.

2. Quality Assurance:

One of the challenges of online shopping is not being able to physically examine products before purchase, leading to concerns about receiving subpar items.

Mitigate this challenge by thoroughly researching products. Read customer reviews and ratings, paying attention to comments about product quality and sizing. Look for detailed product descriptions and images. Opt for well-known brands or sellers with a good reputation. Some platforms also offer a return or exchange policy in case the product doesn’t meet your expectations.

3. Impulsive Buying:

The convenience of online shopping can make Gen Z more susceptible to impulsive purchases, potentially leading to overspending.

Set a budget before shopping and stick to it. Create a shopping list of what you need, which can help you avoid unnecessary purchases. If tempted by a tempting deal, take a moment to think if it aligns with your budget and needs. Avoid storing your payment information on websites to add an extra step before making a purchase, giving you time to reconsider.

4. Return Hassles:

Gen Z may find the process of returning or exchanging products challenging and time-consuming.

Familiarize yourself with the return and exchange policies of online stores before making a purchase. Some platforms offer hassle-free returns, while others may have stricter policies. Keep all packaging and documentation, as they may be required for returns. Take advantage of convenient return drop-off options if they are available in your area.

5. Privacy Concerns:

Gen Z is cautious about their online privacy and the use of personal data by e-commerce platforms.

Review and adjust your privacy settings on online accounts. Be cautious about sharing unnecessary personal information. Read and understand the platform’s privacy policy. Opt out of unnecessary data collection or sharing when possible. Using a VPN (Virtual Private Network) can also enhance your online privacy.

7. Conclusion and Recommendation:

In conclusion, this case study provides a comprehensive view of Gen Z’s online shopping behavior in India, offering valuable insights for e-commerce businesses. 

The findings reveal that Gen Z is an active force in the Indian e-commerce landscape, primarily driven by urban areas. They overwhelmingly prefer mobile devices, explore diverse product categories, and favor platforms like Amazon and Flipkart. Online reviews, social media, sustainability, and peer recommendations all have an impact on their decisions.

Understanding these findings is essential for businesses aiming to target Gen Z consumers effectively. It highlights the importance of adapting strategies to align with their evolving preferences.


To engage Gen Z effectively, businesses should focus on:

1. Mobile Optimization: Prioritize mobile-friendly platforms and apps.

2. Diverse Product Offerings: Offer a wide range of products to cater to their varied interests.

3. Platform Strategy: Leverage preferred e-commerce platforms.

4. Influence Marketing: Utilize online reviews, social media, and peer recommendations.

5. Sustainability Initiatives: Consider eco-friendly and sustainable product options.

6. Convenience and Brand Trust: Enhance the online shopping experience, including fast delivery options and brand reputation.

By implementing these recommendations, businesses can better connect with Gen Z consumers and thrive in the evolving e-commerce landscape. Gen Z’s influence is significant, and adapting to their preferences is key to long-term success in the market.

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9. Survey Approach

For this case study, CouponMoto, a trusted leader in online shopping savings, adopted a rigorous survey approach. We conducted an extensive survey involving over 1200 Gen Z individuals, and the responses of 1176 participants who actively shop online were analyzed. 

The survey was meticulously crafted to gather valuable insights into Gen Z’s online shopping behavior in India. This approach underscores CouponMoto’s dedication to delivering authentic and informative content, ensuring that both Gen Z consumers and businesses can make well-informed decisions and thrive in the dynamic e-commerce landscape.

Written by

Sanket Gharat

Meet Mr. Sanket Gharat, Founder | CouponMoto
Digital Content Creator, Online Shopping Research Expert

Hey there, I'm Sanket Gharat, the brain behind CouponMoto, where the you get benefits for online shopping. I've always been the type to unravel mysteries, and when it comes to decoding the world of e-commerce trends, I'm your go-to person.

My journey kicked off with a strong background in behaviour analysis of online shoppers, giving me the tools to dive deep into the intricacies of online shopping. CouponMoto was born from my insatiable curiosity and my desire to simplify the world of digital deals while uncovering hidden insights through research and analysis.

Drowning in data is my thing. I've mastered the art of sifting through mountains of information to whip up research reports that aren't just data – they're insights you can actually use. Whether it's spotting the next big trend or understanding what's ticking in the consumer's mind, I'm your trusted source for actionable insights that businesses can bank on.

These ventures aren't just milestones; they're proof that businesses can make smarter decisions and consumers can shop savvier with the right information at hand.

But I'm more than just a data geek. I'm all about building bridges and sparking discussions. At CouponMoto, I've fostered a community of folks who share my passion for everything digital shopping-related. It's not just about insights; it's about sharing knowledge, collaborating, and sparking innovation.

My eyes are fixed firmly on the future, and I'm not stopping anytime soon. The digital shopping world is my playground, and my goal is to reshape the way we all think about online commerce. In a world that's all about digital transactions and data-driven decisions, I'm here to guide you through the noise and help businesses thrive in the digital marketplace.

So, whether you're a business aiming to stay ahead in the game or a savvy shopper looking to make informed choices, join me on this journey. Let's navigate the digital landscape together.