As if we didn’t already have enough tough decisions to make while shopping at our favorite brick-and-mortar stores. You know, from the vast array of brands on the shelves whose products we have to choose from; to whether or not we feel like walking all the way to the other end of the store to check out a product that we probably don’t need.
And who are we kidding? Even deciding where to finally park once we arrive at the store isn’t always the easiest decision in the world to make these days.
Another conundrum has now been added to our agonizing retail store shopping experience. Yep, you guessed right, deciding whether or not to use self-checkout when making a purchase has become yet another prevalent affliction that shoppers in the U.S. have had to endure.
All melodramatics aside, a 2025 Commerce Experience Report has revealed that for a vast majority of Gen Zers, making the decision of whether or not to use self-checkout is a no-brainer. And their reason for doing so is certainly something your E-commerce company should pay close attention to.
Why 63% of Gen Z shoppers prefer using self-checkout
Maybe it’s just me being an all-consuming marketing professional, but don’t you just absolutely love dissecting fresh data pertaining to consumer behavior? With that being said, you don’t necessarily have to be a data expert to analyze what would impel 63% of Gen Z shoppers to prefer opting for self-checkout over a traditional cashier checkout.
The answer is simple—speed. And more so than any generation that preceded them, Gen Zers place an extremely high priority on making speedy transactions.
According to the report, Gen Z shoppers prefer self-checkout nearly 20% more than their Millennial counterparts (the study shows 45% of Millennials prefer self-checkout). Undoubtedly, appealing to Gen Z shoppers is a priority for your startup; but what does Gen Z retail store shopper’s preferences have to do with your online business?
Excellent question! Let’s dive into it.
What does this information have to do with your E-commerce business?
Often referred to as “the microwave generation” by Millennials due to their lack of patience, Gen Zers are unabashedly testy when it comes to putting a premium on their time. Which is the reason why whether shopping online or at brick-and mortars—instantaneousness is everything when it comes to Gen Zers' preferred shopping experience.
As it concerns your E-commerce company catering to Gen Z consumers, Upstart co-founder and CEO, Dave Girouard may have put it best when he said that, “Speed is the ultimate weapon in business. All else being equal, the fastest company in any market will win.”
Study the websites of your startup’s direct competitors. Are there any speed advantages that they may have over your company’s website?
Do their websites run faster than yours?
Could visitors navigate their site and make purchases more seamlessly than yours?
Is the copy on their website clearer than yours?
Could consumers get in contact with their customer service representatives faster than yours?
Be brutally honest with yourself. And if the answer to any of the questions above is yes, that means those competitors have an advantage over your company as it pertains to winning over Gen Z shoppers. And the sooner the issue is corrected—the sooner your startup would have the ultimate weapon of speed on its side.
Which obviously goes an extremely long way with Gen Z shoppers.
Marketing that appeals to Gen Z
Marketing towards Gen Z consumers obviously isn’t a cut-and-dried process. Which is why so many other marketing firms have such a difficult time effectively doing so.
As the first marketing firm created specifically to help startups appeal to consumers through contemporary culture-focused marketing, Decryption specializes in providing custom branding strategies, content, digital, and social media marketing services for our startup clients to ensure their brand will appeal to Gen Z consumers.
Schedule a complimentary client consultation with us today by contacting our office so we could begin the process of increasing your startup’s sales, its brand awareness, and its overall appeal to Gen Z consumers.
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