How to win savvy Gen Z shoppers

The right content on the right platforms is key, says Kantar

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As the e-commerce battlefield intensifies, success is no longer just about offering the lowest prices — it’s about delivering value and content that truly resonate with consumers.

The latest Thailand E-Commerce Trends 2025 report forecasts that Thailand’s e-commerce market will reach a staggering 1.07 trillion baht by 2025, growing 7% year-over-year.

With Generation Z now accounting for 20% of the population, this tech-savvy generation is becoming the driving force behind the digital economy, and savvy marketers who understand their content preferences and purchasing behaviours stand to gain a powerful competitive edge.

The real question isn't just “What can we sell to Gen Z?” — it’s “How can we capture their loyalty when their decisions go far beyond just price?”

The global research and marketing consultancy Kantar recently released the findings of a new study that explores online shopping trends among Gen Z consumers, titled “From Watching to Buying: Why Gen Z Are Embracing Content-Driven Shopping”. The research delves into better understanding the influence of content and key factors that share Thailand’s online purchasing behaviour, with focus on Gen Z individuals aged 18-24.

The insights serve as a crucial guide for brands and marketers to adapt and craft communication strategies that align with the lifestyle and expectations of the new generation of consumers.

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