Retail therapy isn’t what it used to be. Gone are the days of strolling the mall with bags in hand.
For Gen Z, who now make up nearly a quarter of the global population and are stepping into their earning power, shopping is still a feel-good activity. But now, the joy comes from meaningful discovery, emotional connection and a sense of purpose.
We’re officially in the era of experience-led commerce. This generation is moving away from transactional shopping and turning purchases into a statements about who they are, what they value, and how they live. This shift is pushing brands to rethink everything from the online experience to the in-store vibe.
From Scroll to Store: Why Gen Z Blends Digital Discovery with In-Store Immersion
Gen Z grew up online. They’re used to swiping, scrolling, and having infinite options at their fingertips. But too many choices can backfire. In fact, research shows that 78% say they feel overwhelmed while shopping online, and 79% say it can feel lonely.
That’s where the physical world comes in. Gen Z loves the convenience of digital, but they still want to see, touch, and try products in person. It’s common to spot something in a TikTok haul, read reviews on Reddit, browse on their phone, then head to a store to check it out in real life. And through all of that, they expect everything to feel consistent and connected. It’s not a contradiction, it’s intentional.
In fact, 71% of consumers say sensory and hands-on experiences pull them into stores. Especially in categories like beauty and fashion, Gen Z wants to try before they buy. It’s why stores are evolving into more than just points of sale and are becoming places for connection, storytelling and inspiration.
Shoppable Ads Work, But Only if the UX Delivers
Gen Z knows advertising inside and out, and they’re not easily fooled. They’ll scroll past anything that feels too pushy. But when the ad is done right, they’ll engage and buy. That’s why shoppable ads on TikToks, Instagram, and Snap are so powerful. They blur the line between content and commerce.
The catch is that many brands focus on making their content look great but forget to make it easy. If clicking on a product link leads to a clunky site, an uninspiring product detail page or a long checkout process, Gen Z will move on. They expect everything to be smooth, simple and fast without disrupting the experience of the platform.
https://chainstoreage.com/retails-reinvention-how-gen-z-transforming-next-era-commerce