KUALA LUMPUR, April 5 — E-commerce platform Shopee remains a primary touchpoint for seven out of ten Generation Z (Gen Z) consumers aged 18 to 24 in their shopping journey, according to its survey.
The survey, titled ‘The Future of Shopping: Engaging Generation Z Shoppers in the Digital Era’, was conducted from January 31 to February 5 this year, involving 400 respondents.
Shopee Malaysia’s marketing and business intelligence head Tan Ming Kit said Gen Z in Malaysia are more than just online shoppers, as they are also digital explorers who leverage e-commerce for deep dives and informed decisions.
“They crave a seamless, dependable and unified shopping experience.
“Brands can cultivate trust through authentic user-generated content and crystal-clear product information, presenting a golden opportunity to leverage affiliate marketing and Shopee Live.
“By prioritising their needs, we can continue to be the leading destination for Gen Z’s shopping journey,” he said in a statement.
Meanwhile, the survey determined that a significant 68 per cent of Gen Z respondents demonstrate a higher purchase completion rate on e-commerce platforms; 18 per cent prefer to explore products on social commerce platforms, while the remaining 14 per cent opt to finalise transactions through other channels.
On what they searched for when shopping for a product, 67 per cent actively sought positive recommendations from customer reviews and influencer endorsements, while 17 per cent prioritise products that deliver strong value for money over quality and 16 per cent over affordability.
Two-thirds of Gen Zs were found to complete their purchase journey within a day, while another third dedicated at least five days to in-depth research, demonstrating research habits, prioritising reviews and video demonstrations to ensure product performance as well as user satisfaction.
In addition, nearly 82 per cent of the respondents revealed that they chose e-commerce platforms due to the wide range of products, competitive prices, and quality assurance, while the remaining 18 per cent made their decisions based on a platform’s reputation and personal experiences.
The survey also found a significant difference in what influences Gen Z’s choice of purchase channel. Two-thirds prioritise established delivery practices like flexible shipping, on-time delivery, and order tracking, while the other third value a seamless checkout experience and product search convenience.
In response to the evolving shopping pattern, Shopee introduces the ’15-Days Free Returns, No Questions Asked’ programme, a policy that offers ‘Change Of Mind’ returns on eligible items with no questions asked, providing buyers with unprecedented flexibility and fostering customer trust.
Shopee, a leading e-commerce platform in Southeast Asia and Taiwan, aims to streamline the shopping journey and provide users with ultimate peace of mind by prioritising customer satisfaction.
— Bernama
