As of the first quarter of 2023, the main categories that Gen Z shoppers would mostly shop for online if they could choose freely were entertainment and fashion. On the other hand, Gen Z consumers would mostly shop for in-person groceries, pharmaceuticals, and home and garden.
Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category
*Consumers participated to the survey in the following countries: the US, UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, and Greece.
The sample sizes are nationally representative, naturally including both Klarna users and non-Klarna users.
The source does not provide a release date, the date used is that of last access.
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Klarna. (January 11, 2024). Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category [Graph]. In Statista. Retrieved April 20, 2025, from https://www.statista.com/statistics/1395173/gen-z-shoppers-online-vs-instore-preference-by-category/
Klarna. "Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category." Chart. January 11, 2024. Statista. Accessed April 20, 2025. https://www.statista.com/statistics/1395173/gen-z-shoppers-online-vs-instore-preference-by-category/
Klarna. (2024). Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category. Statista. Statista Inc.. Accessed: April 20, 2025. https://www.statista.com/statistics/1395173/gen-z-shoppers-online-vs-instore-preference-by-category/
Klarna. "Channel in Which Gen Z Shoppers Would Do Most of Their Shopping If They Could Choose Freely Worldwide in Second Quarter 2023, by Category." Statista, Statista Inc., 11 Jan 2024, https://www.statista.com/statistics/1395173/gen-z-shoppers-online-vs-instore-preference-by-category/
Klarna, Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category Statista, https://www.statista.com/statistics/1395173/gen-z-shoppers-online-vs-instore-preference-by-category/ (last visited April 20, 2025)
Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category [Graph], Klarna, January 11, 2024. [Online]. Available: https://www.statista.com/statistics/1395173/gen-z-shoppers-online-vs-instore-preference-by-category/
