New research from customer helpdesk provider eDesk has revealed significant gaps between Generation Z's online shopping expectations and the technology currently offered by retailers.
eDesk's data highlights fast-evolving patterns in how consumers aged roughly 18 to 27 are shopping, seeking support, and interacting with brands online, exposing difficulties for retailers reliant on more traditional systems.
Demand for immediacy
One of the standout findings from the data is what has been described as the "15-Minute Rule". Gen Z shoppers expect a response to customer support queries within 15 minutes. This expectation means reliance on manual, slower processes or limited working hours is increasingly incompatible with the needs of this demographic.
This trend is evident in the data: Gen Z is not simply impatient, but now expects a seamless, automated, and highly responsive support experience. With 24-hour turnaround times no longer satisfactory, brands are being pushed to integrate AI-powered tools and smarter automation into their customer service channels.
Gareth Cummings, Managing Director at eDesk, summarises the challenges now faced by eCommerce operators:
"These findings are a clear call to action for the eCommerce industry. Gen Z isn't just another demographic; they are reshaping the rules of online retail. Their expectation for instant support and their native use of social platforms for both shopping and service are not trends - they are the new standard. Retailers who fail to provide a fast, transparent, and socially-integrated experiences risk becoming invisible to this generation of consumers."
Communication preferences
The research notes that Gen Z consumers show a strong preference for using message-based and mobile communication channels. WhatsApp leads among this group, cited by half as their top messaging app and used for customer service reasons by 39%. Another major shift is away from traditional emails and phone calls, which are increasingly being neglected.
Instagram remains a dominant platform, with 89% of Gen Z active on the app. This is not just for socialising; it serves as a key channel for interacting with brands. Similarly, TikTok is a hub for brand engagement, with 82% of Gen Z on the platform, and these users are 1.2 times more likely than other demographics to message businesses directly.
Shopping transactions on social media
The study also finds that for many Gen Z consumers, social media is not just a means of discovering products, but a place to complete purchases. Gen Z is three times more likely than other consumers to buy directly through apps such as TikTok Shop or Instagram Checkout. This shift towards 'social commerce' has prompted calls for businesses to develop tighter integrations between eCommerce systems and major social networks.
Barriers at checkout
The research indicates that the period immediately before completing an online purchase remains complex for Gen Z, with 34% of their customer support queries occurring at this late stage in the buying process. Causes include confusion about shipping fees or unexpected out-of-stock notifications for desired items.
In addition, 24% of Gen Z complaints reported by eDesk involve a lack of clear information - such as confusing size charts or opaque dispatch and delivery details. Retailers are urged to improve transparency and provide ready access to all necessary purchase information to better serve this group.
Emerging trends
Separate from broader eCommerce trends, the study references the current popularity of Labubu dolls, a line of vinyl collectables that has gained traction primarily on TikTok. Hashtags like #Labubu and #PopMart are reported to have amassed a combined 700 million views, with Gen Z buyers in the United States, United Kingdom and Asia making up about 60% of the customer base for the brand's owner, Pop Mart.
Retail implications
The findings collectively highlight the growing need for retailers to adopt omnichannel support structures and to build greater transparency into the online shopping experience, particularly at key decision-making touchpoints.
The integration of AI, mobile-first communications and social commerce functionality is increasingly viewed as essential for staying visible among Gen Z consumers.
