Decoding Gen Z: 5 consumer traits to unlock e-commerce success

In fact, according to Euromonitor International (via Hong Kong Business), Gen Z is expected to see a 135% increase in average gross income between 2023 and 2040. In 2023 alone, they contributed US$4.4 trillion (HK$34.38 billion) in global consumer spending. With Gen Z making up more than 23% of Asia Pacific’s population, their impact on the e-commerce industry is only just beginning¹.

To capture this generation’s attention — and loyalty — businesses must rethink how they engage online. Gen Z consumers prioritize authenticity, inclusivity, personalization, and sustainability. Standard retail tactics may no longer cut it.

In this article, we’ll explore five key traits that define Gen Z’s shopping habits and how you can align your e-commerce strategy to meet their expectations. 

Trend 1: Diverse spending habits

Gen Z is redefining what it means to be a digital consumer. From fashion and beauty to wellness and entertainment, this generation is highly engaged — and ready to spend — especially when products reflect their personal values or help them express their identity.

Influenced heavily by TikTok/Douyin, Xiaohongshu, YouTube, and Instagram, Gen Z shoppers often discover products through viral content and peer recommendations. According to Forbes, this generation — alongside Millennials — is driving global growth in the beauty and personal care market, which was valued at around US$550 billion in 2023. Fueled by user-generated content, the sector is forecasted to grow by as much as 7.7% annually through 2030². Social platforms are now filled with skincare and makeup tutorials by creators as young as 13, turning “looking good” into a form of social collaboration.

In Hong Kong, this trend toward lifestyle-driven spending extends well beyond appearance. A recent SCMP report on an HSBC survey revealed that 7 in 10 Gen Zs consider travel a key motivator for work³, and many are actively saving for short-term goals like overseas experiences and self-care. This mindset shapes their shopping behaviors — Gen Z consumers are more likely to spend on products that enhance their quality of life, support their personal goals, or enable self-expression. For e-commerce brands, this means aligning product offerings and messaging with lifestyle aspirations is key to winning their attention — and their trust.

To effectively engage Gen Z’s diverse spending habits, e-commerce brands need to align with how this generation shops, discovers, and connects with products online. Here’s how you can do that:

• User-generated content: Encourage customers to post unboxing videos, reviews, or tutorials on Douyin and Instagram. Feature this content prominently on your product pages and social media to build authenticity and trust.
• SEO: Optimize product pages and blogs using keywords Gen Z searches for, like “K-beauty skincare,” “Douyin fashion finds,” or “eco-friendly travel gear.” Aligning with their search intent improves your visibility and organic reach.

Trend 2: Focus on diversity, equity, and inclusion

For Gen Z, diversity isn’t just a buzzword — it’s a baseline expectation. In Hong Kong and across the globe, this generation actively supports brands that reflect their values, including social responsibility, inclusivity, and authenticity.

A recent Edelman survey revealed that 69% of Gen Z in Hong Kong compare prices and seek deals before purchasing⁴, but that’s not all they evaluate. They’re more likely to support brands that align with their beliefs, especially those championing ethical sourcing, inclusive representation, and transparency⁵. This value-driven mindset influences not only what they buy, but who they buy from.

To resonate with this socially conscious segment, here’s how your e-commerce business can embed DEI (Diversity, Equity, and Inclusion) into your strategy:

• Inclusive language and imagery: Use visuals and copy that reflect a broad spectrum of identities, cultures, and lifestyles. Showcase real people and varied stories that Gen Z can relate to — authenticity builds connection.
• Support diverse-owned businesses: Curate and promote products from underrepresented founders or communities. Highlighting these partnerships adds depth to your brand and reflects Gen Z’s values.
• Be transparent about sourcing and practices: Share where your products come from and how they’re made. Ethical sourcing and supply chain transparency signal integrity — something Gen Z looks for before hitting "buy".

Trend 3: Reliance on social media shopping

Gen Z doesn’t just scroll — they shop. Social media platforms like Instagram, Douyin, and YouTube are now central to how this generation discovers and buys products, often blurring the line between entertainment and e-commerce.

While Marketing Interactive reports that 74% of Gen Z consumers in Hong Kong made a purchase through social media⁶, what sets them apart is how they shop. Their decisions are shaped by creators, viral content, and brand interactions in real time. Unlike traditional ecommerce funnels, their journey often begins with a swipe, a story, or a livestream.

To tap into this highly engaged and visually driven audience, e-commerce businesses can:

Host live shopping events: Take advantage of social commerce features by going live on platforms like Douyin or Instagram to showcase product demos, behind-the-scenes stories, or limited-time offers. Interactive livestreams create urgency and deepen engagement.

Enable shoppable social media posts: Tag products directly in posts and stories so Gen Z shoppers can buy without leaving the app. Frictionless purchasing is key to driving conversions.

Collaborate with the right influencers: Partner with creators who already speak Gen Z’s language. Authentic brand ambassadors — not just mega-influencers — help build credibility and trust.

Trend 4: Preference for ultra-personalized experiences

With a strong sense of individuality, Gen Z expects brands to know who they are and what they want — without being intrusive. According to NielsenIQ, this generation has a higher demand for tailored experiences and personalized products, driven by their desire for relevance and authenticity⁷.

For e-commerce businesses in Hong Kong, meeting this expectation means moving beyond one-size-fits-all messaging. Instead, brands should invest in tools and strategies that make every interaction feel bespoke.

Here’s how to deliver personalization that resonates:

Personalized product recommendations: Use AI-powered engines to suggest products based on browsing history, purchase behavior, or customer profiles. Dynamic product recommendations help shorten the path to purchase and increase relevance.

Customized email marketing: Segment your audience based on their interests, spending habits, or demographics. Send tailored promotions, product alerts, or curated content that reflects what matters to each customer segment.

Trend 5: Eco-conscious consumption

Environmental sustainability isn’t just a trend for Gen Z — it’s an expectation. From packaging to shipping, this generation is paying close attention to how brands operate behind the scenes. According to Statista, nearly 58% of Gen Z consumers in Hong Kong⁸ are willing to pay more for sustainable and eco-friendly products, signaling a clear demand for ethical practices.

To build credibility with this environmentally-conscious audience, brands must back their sustainability claims with transparency and action.

Here’re tips to show your commitment: 

Sustainable packaging and shipping options: Offer recyclable or biodegradable packaging and give customers the choice to opt for sustainable shipping methods like DHL Express GoGreen Plus, which allows businesses to practice carbon insetting by using Sustainable Aviation Fuel for their shipments. Highlight these options clearly on product pages and during checkout — it’s not just about being sustainable, it’s about letting your customers see it.

Transparency in supply chain: Share where and how your products are made. Use your website and product pages to explain your sourcing process, materials used, and ethical labor practices. Gen Z rewards brands that take the time to earn their trust.

Boosting e-commerce growth with DHL Express

For Gen Z, a great product isn’t enough — they expect a seamless shopping experience from click to delivery. Fast, transparent, and eco-conscious logistics are no longer optional; they’re essential.

That’s where DHL Express can make a difference. With a global network spanning over 220 countries and territories, businesses can confidently reach Gen Z consumers around the world. Plus, with solution like GoGreen Plus, brands can offer more sustainable shipping options that align with what the Gen Zs care about.