Technology Ecommerce Digital Transformation

Australian gen Zs are unsatisfied with their e-commerce experience


By Shawn Lim | Reporter, Asia Pacific

April 22, 2021 | 4 min read

Gen Zs in Australia do not feel that top retailers are delivering slick e-commerce experiences and show a willingness to quickly move on from brands if they deliver poor internet browsing experiences.


The pandemic has tested the loyalty of gen Z shoppers in Australia

They have also embraced mobile and built their search skills, becoming savvier shoppers who are more engaged with brands via social media. Australian gen Z is more likely to say they are digital converts and want to keep buying almost everything online, according to a survey by Sitecore.

“The pandemic has tested the loyalty of gen Z shoppers in Australia, leading them to become digital converts who show less loyalty to their pre-pandemic ‘go-to’ brands. They are also opting to shop more via mobile and direct from brands,” said Paige O’Neill, the chief marketing officer at Sitecore.

“Australian gen Z treats online shopping as an experience to enjoy and expect highly personalized, exciting online experiences that work on mobile and can offer same-day delivery. The ability to consistently create personalized experiences is critical to secure the wallets of gen Z. This puts technology firmly at the center of this new battle for retailers.”

What does the survey say?

  • 40% of gen Z in Australia feel businesses are not delivering slick e-commerce experiences.

  • Only one in 10 will switch their loyalty after a poor e-commerce experience, while 55% will give multiple second chances.

  • However, Australian gen Z shoppers will give up after no more than 10 pages of browsing.

  • 63% of Australian gen Z are more likely to partake in e-commerce, compared with 47% among older generation consumers.

  • 67% of Australian consumers in the gen Z bracket find e-commerce more enjoyable than in-person shopping, compared to 49% among older generations.

  • Retail outlets remain attractive for Australian gen Z, however, particularly for exploring, but online brings the convenience of availability of products, lower cost, saved time, predetermined purchases, or staying in.

  • Socializing as a key reason to go back to retail stores and malls is particularly strong for gen Z (47% vs. 30% among older gens).

  • Eight in 10 of Australian gen Z has purchased clothing in the past year, which remains the category with the highest first-time purchasers, with over one in three purchasing it online for the first time.

  • For gen Z, clothing is the top e-commerce category, followed by beauty and personal care products, media, groceries, restaurant food, and electronics – all of which were purchased by at least a third of gen Z in Australia. They are stronger purchasers of clothing (79% vs. 65% among older generations).

  • More than four in 10 gen Z in Australia say that having a free delivery option is most important to them in e-commerce.

  • However, free delivery is less important to gen Z (44%) compared to older generations (55%). Gen Z also is more likely to say that an app or website that works well on mobile is critical to their e-commerce experience (60% vs 49% for older generations).

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