If you are a merchant and you don’t know that there are four types of buyer generations and that they all behave differently before your products and services, you better read on.
Key Takeaways
- Mobile-First Mindset: Gen Z thrives on mobile apps. Ensure a user-friendly Shopify app with loyalty programs and referral options.
- Social Commerce Powerhouse: Integrate social media platforms for in-app purchases and leverage influencer marketing for Gen Z.
- Transparency Champions: Highlight ethical sourcing and social responsibility on your app and social media for both Gen Z and Millennials.
- Value-Driven & Convenience Seekers: Offer fast shipping, convenient in-store pickup, and a seamless omnichannel experience for Millennials.
- Loyalty Program Mavens: Provide meaningful rewards beyond discounts and optimize your program for mobile app access for Millennials.
- Personalized Experiences: Leverage AI and app data to personalize ads, offers, and product recommendations for both generations.
Just as you read, your business must properly communicate your product and service offers and promotions to the public. Therefore, we have decided to delve a little deeper into consumers and their buying habits based on their generational age. So let’s go straight to differentiating consumers by generation:
Generation | Age range | Key characteristics | Purchasing habits | Influences |
Generation Z | 1996 – 2015 | Authenticity, social responsibility, digital natives, experience, impatience, and demanding. | Online, influencers, social networks, price, comparison. | Influencers, social networks, friends, family. |
Millennials | 1977–1995 | Personalization, comfort, price, social responsibility. | Online/physical stores, price comparison, offers, responsible brands. | Social networks, friends, family, responsible brands. |
Generation X | 1965 – 1976 | Pragmatism, courage, independence, loyalty, time. | Physical stores, research, well-known brands, time. | Informative advertising, well-known brands. |
Baby boomers | 1946 – 1964 | Brand, quality, experience, safety, price. | Physical stores, well-known brands, price, quality. | Traditional advertising, well-known brands, recommendations. |
Silentgeneration | 1945 and before | Loyalty, prudence, practicality, quality, familiarity. | Physical stores, well-known brands, price, quality. | Traditional advertising, well-known brands, recommendations. |
Knowing this information tells us from the start that none of the consumption habits of people are the same and that another important detail is generational.
Knowing this and having an idea of their tastes and preferences, let’s now see the importance of understanding this, as well as the differences and similarities between Millenials and Gen Z.
Importance of understanding their shopping habits for merchants

As a merchant, the best thing you can do is know the steps to take to captivate both Millenials and Generation Z, as they represent almost 60% of all consumers and are expected to increase to more than 75% by 2025. The reason for this is simple: these generations are the most likely to use smartphones and other devices to shop online.
Let’s take a look at the behavior of each of them:
Gen Z: Digital Natives with Distinctive Preferences
- Mobile-First Mindset: Gen Z was born with smartphones in hand, my friend. They research, discover, and buy seamlessly through mobile apps. Ensure your Shopify store boasts a user-friendly mobile app with features like a loyalty program and referral options.
- Social Commerce Powerhouse: Social media is Gen Z’s second home. Integrate seamlessly with social platforms like Instagram to enable in-app purchases and leverage influencer marketing for targeted reach.
- Transparency Champions: Gen Z values brands that are open about data usage and socially responsible. Highlight your ethical sourcing and commitment to causes they care about on your app and social media.
- Content Creators from the very first day: Gen Z actively seeks authentic brand experiences. Encourage customer reviews and user-generated content within your app. Consider collaborating with Gen Z creators to reach their audience through engaging formats like livestream shopping.
Millennials: Value-Driven and Experience-Seekers
- Convenience Crusaders: Millennials prioritize speed and ease. Offer fast and reliable shipping options, along with convenient in-store pickup, to cater to their busy lifestyles. Integrate a smooth omnichannel experience across your mobile app, website, and physical stores.
- Loyalty Program Mavens: Loyalty programs are a win-win. Offer meaningful rewards that go beyond simple discounts, such as supporting social causes they care about. Optimize your loyalty program for mobile app access to ensure easy tracking and redemption.
- Friend & Family Recommendations: Trust in peer recommendations is high among Millennials. Encourage customer reviews and build a reputation for quality products.
- Transparency Matters: Millennials value brands that are transparent about their business practices. Be upfront about data collection and be vocal about your values through your app and marketing campaigns.
- Personalized Experiences: While digital advertising can be effective, personalization is key. Leverage AI and app data to understand their needs and preferences, tailoring ads, offers, and product recommendations accordingly.
Similarities in Millennial and Baby Boomer generations’ approach to online shopping

Similarities
- Search for value: Both generations seek to get the best value for their money, comparing prices and looking for deals and discounts.
- Trust in reviews: Both Millennials and Baby Boomers rely on the opinions of other consumers to make purchasing decisions.
- Concern for security: Security of personal information is a priority for both generations when shopping online.
- Use of multiple channels: They shop in a variety of channels, both online and offline.
- Importance of customer experience: They value a seamless shopping experience and good customer service.
Differences:
- Shopping preferences: Millennials prefer to shop online, while Baby Boomers still prefer the in-store shopping experience.
- Technology use: Millennials are more likely to use mobile technology and social platforms to shop, while Baby Boomers prefer to use desktop computers and traditional websites.
- Influencers: Millennials are more influenced by influencers and recommendations from friends, while Baby Boomers rely on traditional advertising and expert recommendations.
- Price Sensitivity: Millennials are more price sensitive than Baby Boomers, who are willing to pay more for quality and convenience.
We have seen these similarities and differences, so, what should I do as a Shopify merchant with this e-commerce consumer behavior.
Steps for Shopify Merchants to sell to Millenials and Zoomers

- Mobile App Audit: Ensure your Shopify app offers a seamless user experience with features that cater to Gen Z and Millennial preferences.
- Social Commerce Integration: Explore partnerships with social platforms and influencers to expand your reach and tap into the power of social shopping.
- Content & Transparency Strategy: Develop engaging content that highlights your brand values and commitment to social responsibility.
- Loyalty Program Optimization: Refine your loyalty program to offer meaningful rewards and integrate it seamlessly with your mobile app.
- Personalization Efforts: Leverage data insights to personalize marketing campaigns and product recommendations across channels.
Final thoughts
Understanding the Millennial and Gen Z market is crucial for Shopify merchants, as these generations represent a growing share of online shoppers. Understanding their distinct preferences allows you to tailor your approach and create engaging experiences that drive sales and loyalty.
So, if you get to know all these shopping habits of different generations, you can effectively target strategies and create engaging experiences that resonate with key demographics. By focusing on mobile optimization, social commerce, transparency, and personalization, merchants can successfully capture the growing Millennial and Gen Z markets.