How Coming of Age Consumer Preferences Are Changing E-Commerce
The way we sell is evolving, and as digital-first consumers, Gen Z is at the heart of this transformation. As Capgemini’s article “Gen Z Prefer Connected Shopping” explains, this generation’s consumer behavior reflects how they were raised in an always-connected world. Unlike older generations, they don’t differentiate between online and offline experiences because they’ve never had to.
It’s not about expecting seamlessness—it’s simply how they engage. This shift challenges businesses to rethink their strategies and move beyond traditional sales channels to create channel-less experiences that align with how Gen Z naturally interacts with brands.
What Is a Channel-Less Strategy?
A channel-less strategy isn’t about offering something new—it’s about aligning with how Gen Z already engages. They don’t think of shopping as “online” or “in-store.” They move fluidly between platforms and environments, expecting their experience to simply work.
Example of a Digital-First Consumer Journey
A Gen Z shopper might learn about a product through a TikTok video, visit a website for details, and finalize their purchase in-store. To them, this isn’t a multi-channel journey—it’s shopping. When businesses fail to connect these dots, it feels fragmented and outdated.
Clarifying the Gen Z Mindset
Gen Z doesn’t actively expect seamlessness—they shop in a way that reflects how they’ve always interacted with the world. To them, moving between online and offline isn’t a conscious choice; it’s the natural way they engage with brands.
Capgemini’s data supports this generational difference: Gen Z is 48% more likely than older generations to prefer experiences where digital and physical interactions blend seamlessly, not because they expect it but because it mirrors how they live.
Building True Channel-Less Experiences
Channel-less experiences go beyond integrating platforms—they reflect an understanding of how modern consumers navigate the world. For Gen Z, the boundary between digital and physical spaces is blurred. They interact with brands in moments, not on specific platforms, and expect these interactions to flow seamlessly without unnecessary friction.
Key Elements of Channel-Less Strategies:
1. Unified Data: Businesses must leverage centralized systems to track customer preferences and interactions across platforms. For instance, a customer browsing a website should find their preferences reflected when they walk into a store or interact with customer support.
2. Real-Time Syncing: The experience should evolve with the consumer. For example, if a customer leaves a store without buying, a follow-up email with their previously viewed items could close the sale online.
3. Consistent Branding and Messaging: A channel-less strategy ensures that every interaction feels cohesive, from social media ads to the in-store checkout experience.
Example of Success
Brands like Starbucks have mastered this approach. Their app integrates in-store purchases, mobile ordering, and rewards tracking. A customer can place an order online, pick it up in-store, and see their loyalty points update instantly, all within the same ecosystem. This ease makes interactions feel natural and friction-free, appealing to Gen Z and other digital-first consumers.
These experiences aren’t about overwhelming customers with technology—they’re about creating convenience and relevance. Businesses that adopt channel-less approaches build trust by meeting consumers where they are, without forcing them to adapt to outdated systems.
Our Prediction for Future Success
As a company that creates digital solutions, you might expect our prediction to focus entirely on technology. And to some extent, it does. But we believe the real key to meeting these shifting consumer preferences lies in collaboration—and that means it’s not just about the product.
The businesses that will thrive in this evolving landscape will recognize that success is about creating meaningful life experiences that involve their products. It’s about understanding how digital-first consumers naturally engage, and then building ecosystems that support and enhance those interactions.
As digital natives, Gen Z will continue to influence industries by driving a natural integration of experiences. Businesses that embrace collaboration—whether by partnering with complementary brands, integrating AI solutions, or leveraging real-time data—will find themselves better positioned to keep pace.
Examples of Collaboration:
- Retail Partnerships: Clothing brands partnering with fitness apps to suggest workout outfits for specific activities.
- Tech Integration: Grocery chains using apps to recommend recipes based on purchases, creating a cohesive shopping experience.
- Elevating Customer Service: Businesses can level up their customer service by focusing on learning and adapting to individual customer preferences. In-person teams can be more attentive, listening for challenges or observing details. Online, AI can monitor filters and searches to create a personalized, thoughtful experience.
What This Means for Businesses
Businesses that want to thrive in 2025 and beyond must recognize that Gen Z isn’t asking for seamless experiences—they already assume they exist. To succeed, companies need to rethink their strategies to align with this mindset and prioritize collaboration and integration.
Steps to Take Today:
1. Evaluate your customer journey to identify areas where interactions feel disjointed.
2. Explore partnerships that enhance your ability to serve Gen Z’s natural shopping habits.
3. Invest in technology that supports fluid, channel-less experiences.
Final Thoughts
Gen Z’s natural, connected approach to shopping is reshaping how businesses operate. By adopting channel-less strategies and prioritizing collaboration, companies can stay relevant in this evolving landscape.
Continue the conversation. Follow CauseLabs on social media to share your thoughts on this story or ask questions about how to level up your website and prepare for these integrations.
