Understand what Gen Z and Gen Alpha Expect Online

You’re not just selling to millennials anymore. Today, Gen Z and Gen Alpha’s shopping habits are rapidly redefining what it means to shop online. Gen Z, born between 1997 and 2012, is already commanding substantial spending power and influencing culture in real time. Meanwhile, Gen Alpha born from 2010 onward is emerging as the first generation raised entirely in a digital ecosystem. Their preferences are being shaped by interactive content, voice-activated technology, and immersive experiences, all before they reach their teenage years.

If you’re trying to position your brand for long-term growth, you can’t ignore what Gen Z vs Gen Alpha want from their product experiences. These generations may seem similar on the surface, but their expectations diverge in ways that directly impact how you should approach product information management, content syndication, and digital commerce strategies.

At Inriver, we understand that powerful product experiences begin with the right product data. But delivering the right message to the right audience means you need to understand how each generation shops, what drives their decisions, and how your product content fits into their world.

• Who Are Gen Z and Gen Alpha?
• Discovery Channels: From Search Bars to Social Swipes
• Content Expectations: Details vs. Dynamic
• Values and Brand Alignment
• Device Preferences and Interfaces
• Trust and Loyalty: Community vs. Gamification
• Final Thoughts: Product Experiences Must Be Generationally Tuned

Who are Gen Z and Gen alpha?

Let’s start with the basics. Gen Z includes those born between 1997 and 2012. They grew up with high-speed internet, smartphones, and on-demand media. They’re confident online shoppers who often do deep research before making a purchase. Gen Z is values-driven, socially conscious, and not afraid to call out brands that don’t align with their beliefs.

Gen Alpha, on the other hand, includes those born from 2010 onward. This group is the most digitally immersed generation we’ve ever seen. From tablets in preschool to AI companions at home, they engage with technology intuitively and frequently. They expect high levels of personalization, interactivity, and speed.

According to Statista, Gen Alpha is poised to become the largest generation in history by population. And while they may not control household budgets yet, their influence on spending is already measurable. From wishlists and co-shopping with parents to shaping family purchasing decisions, they are not passive observers in e-commerce.

Discovery channels: From search bars to social swipes

Gen Z begins product discovery on social media platforms. TikTok, YouTube, and Instagram aren’t just entertainment spaces—they’re product discovery engines. GWI reports that nearly 40% of Gen Z starts their search for products on TikTok instead of traditional search engines. They want to see how a product performs in real life; in the hands of people they trust.

Gen Alpha, by contrast, may not even use search in the same way. Their product awareness often comes from YouTube Kids, gaming platforms, or even voice assistants. Discovery is algorithm-driven, visual-first, and fast. They respond to gamified experiences, branded mini-games, and embedded commerce in apps like Roblox.

If your product information isn’t easily adapted to these environments, you risk missing the next generation of buyers.

Related: What is product content syndication?

Content expectations: Details vs. dynamic

When Gen Z shops, they want information. Specifications, features, materials, sustainability practices, and user reviews all play into their decision-making process. They are hyper-aware of greenwashing and expect brands to back up their claims with data. If you don’t provide transparent, detailed product content, they’ll look elsewhere.

Gen Alpha, meanwhile, expects content that is highly visual, engaging, and interactive. Long paragraphs of text? Not interested. What they want is short-form videos, AR product views, and user-generated content.

You need a product experience strategy that delivers both: comprehensive product data for Gen Z and immersive content for Gen Alpha.

Related: PIM Software | Product Information Management System

Values and brand alignment

Gen Z puts their money where their values are. They care about sustainability, inclusivity, and ethical sourcing. According to Salsify, more than half of Gen Z shoppers actively research brand values before making a purchase.

Gen Alpha is still developing those values but is growing up in households where those discussions are common. They are influenced by their parents’ ethics and their online heroes’ preferences. If their favorite YouTuber uses your product, they’re more likely to ask for it. But don’t be fooled: brand loyalty will depend on whether the experience feels authentic and engaging.

This is why your product data should include more than SKUs and specs. Communicate your brand’s purpose, story, and mission clearly—and consistently across every channel.

Related: Product Compliance Management

Device preferences and interfaces

Gen Z expects mobile-first, responsive e-commerce. They are accustomed to sleek designs, fast-loading pages, and intuitive navigation. But Gen Alpha may not even need to type. They are growing up using voice assistants like Alexa and Google Assistant. They engage with touchscreen interfaces before they learn to write.

This shift means your product data needs to be structured to support searchability across new interfaces, not just web browsers. It also means your tech stack must support content delivery across smart devices, voice platforms, and emerging applications.

Related: Evaluate how your product content performs across touchpoints with Inriver

Trust and loyalty: Community vs. gamification

Gen Z is more likely to engage with brands that provide value beyond the transaction. Loyalty, for them, comes from consistent, community-driven interactions. They trust peer reviews and influencers, and they value brands that stand for something.

Gen Alpha sees the world through a gamified lens. Loyalty might be earned through collecting digital rewards, earning points, or receiving personalized shout-outs. They enjoy product experiences that integrate into their digital play worlds, whether that’s Fortnite skins or Roblox experiences. As Basis notes, this generation is conditioned to expect engagement as entertainment.

To win them over, you need product content that doesn’t just inform but also excites.

Product experiences must be generationally tuned

It’s no longer enough to have a product catalog and a checkout button. To stay competitive, you must think generationally. Gen Z and Gen Alpha shopping habits are rewriting the e-commerce playbook, and your product data is central to adapting to their expectations.

Whether you’re addressing the values-driven mindset of Gen Z or the digital-first instincts of Gen Alpha, one thing is clear: successful brands will be the ones that invest in flexible, accurate, and engaging product experiences.