Among the categories listed, clothing and shoes stood out as the most frequently purchased by Gen Z consumers as of the second quarter of 2023, with ** percent shopping for them monthly. Entertainment and electronics followed closely, with ** and ** percent of respondents. Conversely, the category with the lowest frequency of purchases by Gen Z consumers during the same period was home and garden, with only ** percent of respondents buying products within that category every month.
*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). Share of Gen Z consumers shopping online on a monthly basis worldwide in 2nd quarter 2023, by category [Graph]. In Statista. Retrieved June 26, 2025, from https://www.statista.com/statistics/1395196/share-gen-z-online-shopping-monthly-by-category/
Klarna. "Share of Gen Z consumers shopping online on a monthly basis worldwide in 2nd quarter 2023, by category." Chart. January 11, 2024. Statista. Accessed June 26, 2025. https://www.statista.com/statistics/1395196/share-gen-z-online-shopping-monthly-by-category/
Klarna. (2024). Share of Gen Z consumers shopping online on a monthly basis worldwide in 2nd quarter 2023, by category. Statista. Statista Inc.. Accessed: June 26, 2025. https://www.statista.com/statistics/1395196/share-gen-z-online-shopping-monthly-by-category/
Klarna. "Share of Gen Z Consumers Shopping Online on a Monthly Basis Worldwide in 2nd Quarter 2023, by Category." Statista, Statista Inc., 11 Jan 2024, https://www.statista.com/statistics/1395196/share-gen-z-online-shopping-monthly-by-category/
Klarna, Share of Gen Z consumers shopping online on a monthly basis worldwide in 2nd quarter 2023, by category Statista, https://www.statista.com/statistics/1395196/share-gen-z-online-shopping-monthly-by-category/ (last visited June 26, 2025)
Share of Gen Z consumers shopping online on a monthly basis worldwide in 2nd quarter 2023, by category [Graph], Klarna, January 11, 2024. [Online]. Available: https://www.statista.com/statistics/1395196/share-gen-z-online-shopping-monthly-by-category/
