Generation Z favorite online shopping product categories worldwide 2024, by country

Published by
F. Watty
,
Mar 24, 2025

In China, 45 percent of Generation Z bought shoes online, according to a 2024 survey. This product category was the most purchased online in all the countries analyzed.

Favorite product categories among Generation Z online shoppers in selected countries in 2024, by country

Product categoryChinaUnited StatesJapanUnited KingdomGermanyBrazilAustralia
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Showing entries 1 to 13 (16 entries in total)

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Source

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Release date

January 2025

Region

Worldwide, Australia, Brazil, China, Germany, Japan, United Kingdom, United States

Survey time period

2024

Number of respondents

varies by country

Special properties

residential online population born between 1995 and 2012

Supplementary notes

Consumers participated in the survey in the following countries: 12,145 from Australia, 12,153 from Brazil, 24,015 from China, 35,956 from Germany, 12,148 from Japan, 12,185 from South Africa, 24,176 from the United Kingdom, and 60,869 from the United States.

During the survey, the question was phrased as follows: "Which of these items have you bought online in the past 12 months?"

Multiple answers were possible.

* Excluding downloads.

** Example: TV, smartphones.

*** Excluding restaurant deliveries.

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Statistics on " Gen Z online shopping behavior in Italy "

Other statistics that may interest you Gen Z online shopping behavior in Italy

Overview

5

Omnichannel shopping

6

E-shopping

4

Product preferences

6

E-commerce transactions

3

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Topics

Gen Z online shopping behaviorOnline shopping behavior in the United StatesU.S. Baby Boomers: grocery shopping behaviorOnline shopping behavior in the UKGen Z consumers in China
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