Nearly 90% of the 14.7 million new digital buyers in the US between 2024 and 2028 will come from Gen Z.
According to EMarketer, this generation’s digital buyer growth will peak from 2024 to 2026, making it crucial for brands to capture their loyalty during this period.
While overall digital buyer growth has stagnated, Gen Z remains the primary source of expansion as older generations reach saturation in online shopping. However, spending per digital buyer will grow more slowly due to Gen Z’s lower purchasing power.
The report noted that social commerce is key for targeting Gen Z. Over 60% of this group is expected to purchase through social platforms in 2024, and the share is expected to grow to nearly 65% in 2027.
Ariel Ben Solomon is the Growth and Strategy manager at Ecomhunt. He is the host of the Ecomhunt Podcast. Can be followed on Twitter at @ArielBenSolomon
