Beyond discounts and free shipping: Shopee research reveals the purchasing behavior of each generation

Shopee, the marketplace that connects consumers and sellers, conducted the Shopee Generational Research 2025*, surveying over 2,000 consumers to understand the distinct purchasing behaviors of each generation. The study revealed that although free shipping and discount coupons are decisive factors for all generations, priorities in purchase decisions vary significantly. Younger generations, such as Gen Z and Alpha (up to 29 years old), are more influenced by product reviews, while Baby Boomers prioritize seller reputation and price.

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Older generations embrace new technologies

Consumers above 60 years old have shown increasing adaptation to digital technologies in e-commerce. For example, 67% of them use image search as their primary tool to find products, even surpassing Generation Z, who prefer using keywords (57%) when searching for items.

PIX remains dominant, with variations across generations

PIX is the preferred payment method for all generations, but older age groups still opt for credit and debit cards. Generation Z, for instance, 92% of respondents stated they use PIX for their purchases, while Baby Boomers + Silent Generation report using it 68% of the time, but also choose physical credit cards 44% of the time.

Reviews: a focus for younger generations

For younger generations, such as Generation Alpha and Z, reviews from other consumers play an essential role in purchase decisions, with 39% stating that reviews directly influence their choices. On the other hand, Generation X (37%), Baby Boomers, and the Silent Generation (38%)are more inclined to compare prices before making a purchase.

“E-commerce is constantly evolving, and understanding the needs of each generation is essential to deliver an increasingly better experience. Beyond initiatives like free shipping and coupons, social commerce—with live streams and videos—and encouraging product reviews make the shopping experience smoother, more informed, and safer,” says Felipe Piringer, Head of Marketing at Shopee.

Economy and convenience as decisive factors

Free shipping and shipping discount coupons are the main attractions for consumers across all generations, with over 70% of respondents indicating their use. Usage is even more frequent (86%) among generations above 44 years old. The study also reveals that shipping is a crucial factor in ensuring consumer loyalty, being the second biggest driver for repeat purchases, especially among Generation X (60%) and Baby Boomers (60%).

*Research conducted in February 2025 via the Shopee app with over 2,300 Brazilian consumers.