Shopee, the marketplace that connects consumers and sellers, conducted the 2025 Shopee Generational Research*, surveying over 2,000 consumers to understand the different shopping behaviors of each generation. The study revealed that although free shipping and discount coupons are decisive factors for all generations, purchasing priorities 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, surpassing even Generation Z, which prefers keyword searches (57%) when looking for items.
PIX remains dominant, with variations by generation
PIX is the preferred payment method across all generations, but older age groups still opt for credit and debit cards. Generation Z, for example, 92% of respondents reported using PIX for their purchases, while Baby Boomers + Silent Generation reported using it 68% of the time, but also opt for physical credit cards in 44% of cases.
Reviews: a focus for younger generations
For younger generations, such as Generation Alpha and Z, other consumers’ reviews play a crucial role in purchasing decisions, with 39% stating that reviews directly influence their choice. On the other hand, generations like Generation X (37%), Baby Boomers, and the Silent Generation (38%) tend to compare prices more before making a purchase.
“E-commerce is constantly evolving, and understanding each generation’s needs 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, Shopee’s Marketing Head.
Economy and convenience as decisive factors
Free shipping and discount coupons on shipping are the main attractions for consumers of all generations, with over 70% of respondents indicating their use. Usage is even higher (86%) among generations above 44 years old. The study also reveals that shipping is a crucial factor for customer retention, being the second biggest motivator for repeat purchases, especially among Generation X (60%) and Baby Boomers (60%).
*Survey conducted in February 2025 via the Shopee app with over 2,300 Brazilian consumers.
