According to one regional platform, catering to their preferences makes e-commerce an even stickier option than the alternative sales channels

In a survey of 2,400 customers* from its user base, a regional e-commerce platform has zoomed in on Gen Z customer’s shopping trends in South-east Asia (SEA) markets.

First, 70% of Gen Zs surveyed cited that e-commerce platforms were a key entry point for their shopping research and purchase journeys. Amid exploring alternative channels for product research and discovery, 73% of respondents completed their purchases on e-commerce platforms. Also, 56% of respondents cited initially engaging with social commerce platforms for research, and ended up returning to e-commerce platforms to complete transactions.

Second, e-commerce held several key factors that appealed to respondents favoring it over alternatives: 79% cited the wide selection of products; 77% cited good product quality; and 59% cited convenient payment methods.

Other SEA findings 

In the results, 27% of Gen Z respondents cited spend at least five days researching their purchases, reading reviews and watching product demonstrations, reading about product features and specifications (24%), and pricing information (14%). Other considerations included “a seamless return and refund process” and “next-day delivery services”.

Also, eight in 10 Gen Z respondents cited seeking engaging and entertaining shopping experiences.

According to Ian Ho, Vice President, Shopee, the e-commerce platform sharing its customer trends: “Gen Zs (surveyed) in SEA highly value using e-commerce platforms for product research and purchases, emphasizing their need for a smooth, reliable, and integrated shopping experience. From enhancing service levels to providing new types of shopping entertainment content, our latest initiatives draw on shoppers’ feedback.”

Ho was referring to initiatives launched in response to the survey trends, including the introduction of video content touchpoints (featuring social media elements), instant/next-day delivery options and expended product return policies.

* comprising 400 customers per market in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam