Shopee, the marketplace that connects consumers and sellers, conducted theShopee Generation Research 2025*, listening to more than 2,000 consumers to understand the different purchasing behaviors of each generation. The study revealed that, althoughfree shipping and discount coupons be decisive factorsFor all generations, the priorities in purchasing decisions vary significantly. Younger generations, such as Gen Z and Alpha (up to 29 years old), are more influenced byproduct reviewswhile the Baby Boomers prioritize theseller reputation and the price.
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Older generations incorporate new technologies
The consumers above60 yearsThey have demonstrated a growing adaptation to digital technologies in e-commerce. An example is that67% of them use image search as the main tool to find products.surpassing even Generation Z, which opts for keywords (57%) when searching for items.
PIX remains dominant, with variations by generation
PIX is the preferred payment method for all generations, but older age groups still opt for credit and debit cards. A Generation Z, for example,92% of respondents stated they use PIX in their purchases., whileBaby Boomers + Silent Generationthey say they use 68% of the time, but also choose tophysical credit card at 44%the times.
Reviews: focus of the younger generations
For the younger generations, such as theGeneration Alpha and Z, other consumers' reviews play an essential role in purchasing decisions, with39% stating that reviews directly influence their choiceOn the other hand, the generationsGeneration X (37%), Baby Boomers, and the Silent Generation (38%)they are more likely to compare prices before making a purchase.
"E-commerce is constantly evolving, and understanding the needs of each generation is essential to offer an increasingly better experience. In addition to initiatives like free shipping and coupons, social commerce with live streams and videos, and the encouragement of product reviews make the shopping experience more seamless, informed, and secure," says Felipe Piringer, marketing director at Shopee.
Economy and practicality as decisive factors
Free shipping and discount coupons on shippingthey are the main attractions for consumers of all generations, withmore than 70%of the respondents indicating their use. Use is even more frequent (86%) among generations over 44 years old. The study also reveals that freight is a crucial factor in ensuring customer loyalty, being thesecond biggest motivator for repeat purchases, especially between Generation X (60%) and Baby Boomers (60%).
*Research conducted in February 2025 by the Shopee app with over 2,300 Brazilian consumers.
