6 Gen Z shopping habits shaping retail
*Statistics taken from the Adyen Index Retail report across five APAC markets: Australia, Hong Kong, Japan, Malaysia, and Singapore.
Shoppers who choose with their values
45% of Gen Z in APAC will pay more for ethically sourced products
40% of Gen Z in APAC trust influencers more than traditional advertising
Nearly half of Gen Z shoppers in APAC will pay more for sustainable products, but their trust is earned through authenticity, not ads. With four in ten relying on influencers and social communities, they are highly selective. They reward brands that demonstrate genuine commitment to their values and are quick to move on if a message feels inauthentic.
The implication is clear: loyalty is built by aligning with values and having trusted voices carry your brand message. With unified data, businesses can identify these value-driven shoppers, reward them in meaningful ways, and build loyalty. This approach shifts your business from broad campaigns to a personalised experience.
Experience matters, but connection is essential
44% of Gen Z in APAC like shopping equally online and in-store
41% of Gen Z in APAC visit stores for unique experiences
Gen Z shoppers don’t see online and offline as separate. They expect to move between them easily. Many enjoy browsing in-store, especially when the space offers something extra like a café, a pop-up, or interactive technology. Others prefer the efficiency of digital channels. But the largest share want both, and they want them connected.
Businesses must treat the store as part of one connected ecosystem. With unified payments and inventory, you can offer services like click-and-collect, cross-channel returns, and endless aisles. Staff can access real-time profiles with mobile POS, turning a store visit into an opportunity to strengthen the relationship.
Fast, secure checkout is non-negotiable
47% of Gen Z in APAC leave if the checkout is too slow
For Gen Z shoppers, the checkout experience is a make-or-break moment. Almost half of Gen Z shoppers in APAC say they will abandon a purchase if the process takes too long. But while speed is critical, it isn’t enough on its own. Security is just as important, with many stressing the importance of protecting their details as they do on saving time. Gen Z won’t tolerate friction, and they won’t compromise on security either. The checkout must deliver on both.
Social platforms are becoming the new storefronts
50% of Gen Z in APAC have bought directly on social platforms
54% of Gen Z in APAC use AI assistants for shopping ideas
For many Gen Z APAC shoppers, a purchase begins with a social media scroll. Half have already bought directly on social platforms, and 54% use AI assistants for inspiration. These behaviours collapse discovery and purchase into a single step. However, while some use social commerce to connect more closely with sellers or creators, others remain cautious. Concerns about product quality, regulation, and security still shape how comfortable they feel buying this way.
Success depends on building trust. Embedding secure, native checkouts within platforms reduces drop-off, while running all transactions through a single payment system ensures oversight, reduces fraud risk, and creates a unified view of customer journeys across every channel.
Moving towards a cashless, mobile-first tomorrow
41% of Gen Z in APAC rarely carry physical wallets
21% of Gen Z in APAC used Buy Now, Pay Later (BNPL) in the past year
Gen Z shoppers are putting mobile at the centre of their daily lives. For many, digital wallets now feel more natural than cards, with convenience and security driving adoption. Meanwhile, BNPL has carved out a role as a flexible way to shop, especially when paired with discounts or exclusive offers, though some remain cautious about the risks of overspending.
In APAC, keeping pace with Gen Z means creating a payment experience that blends convenience with confidence. This means offering them digital-first methods they expect, like wallets and BNPL, while remaining secure. The outcome is a checkout that builds trust and feels intuitive to the next generation of shoppers.
Key Takeaways
The journey is now blended
Gen Z shoppers don't see online and offline as separate; they expect effortless synergy. Success means unifying these touchpoints into a single, connected experience.
Loyalty is built on trust, not tracking
Gen Z will pay more for brands with shared values but are wary of invasive data tracking. Win their loyalty through authenticity and a respect for their privacy.
A slow checkout is a dealbreaker
For Gen Z, checkout must be fast and secure. They'll abandon a slow purchase without compromising on safety, making their preferred digital payment options essential.
Your storefront is everywhere
Social platforms are the new storefronts. Businesses must be able to embed secure, native checkouts in any context, turning every point of inspiration into a point of sale.
Gen Z is setting the pace. Is your business ready?
Get practical strategies to unify your channels, strengthen loyalty, and prepare for the future of payments.