From Boomers to Gen Zers: The Generational Impact of eCommerce Spending

Trend Analysis

eCommerce has revolutionized the way we shop and conduct business in the digital age. As technology continues to advance, understanding the generational impact on eCommerce spending becomes crucial for businesses aiming to thrive in the competitive online marketplace. Each generation brings a unique set of preferences, attitudes, and behaviors that shape their purchasing decisions. In this DM, we will explore the generational variations in eCommerce spending and shed light on the key factors that influence consumer behavior across different age groups.

Baby Boomers (1946-1964)

As the oldest generation in the digital era, Baby Boomers have witnessed the evolution of eCommerce and have gradually embraced online shopping. While they may not be as tech-savvy as younger generations, their disposable income and increased familiarity with online platforms have led to growing participation in eCommerce. With a reported 2.4 trillion USD in annual disposable income, Baby Boomers hold 51% of all wealth in the US. Baby Boomers tend to prioritize convenience, product quality, and excellent customer service when making online purchases.

Generation X (1965-1980)

Generation X was one of the first to experience the rise of eCommerce. They are comfortable with technology and have adopted online shopping as an integral part of their lives. This generation values the convenience and time-saving aspect of eCommerce, appreciating the ability to research products, compare prices, and make informed decisions. Generation X is more likely to make high-value purchases online: in 2021, they were the highest online purchasers of fashion products. Gen Xers are often influenced by personalized recommendations and peer reviews.

Millennials (1981-1996)

Millennials, also known as Generation Y, are the first true digital natives. They have grown up with technology and are incredibly comfortable with eCommerce. Not surprisingly, they are the biggest online spenders. The latest (2022) edition of ESW’s annual Global Voices survey revealed that nearly 73% of Millennial shoppers plan to spend the same or more online in 2023, which will make them the leading demographic group in global eCommerce spending.

This generation values experiences over material possessions and is more likely to spend on travel, entertainment, and unique products. Millennials are active on social media platforms, where they seek recommendations from influencers and engage in online communities to discover new brands. They prioritize transparency, sustainability, and seamless mobile experiences when engaging in online shopping.

Generation Z (1997-2012)

As the youngest generation, Gen Z is highly connected and digitally native. They have never known a world without smartphones and have an innate ability to navigate eCommerce platforms. A 2023 eCommerce report by Jungle Scout found that 32% of Gen Z consumers shop online at least once daily. That’s compared to 25% of Millennials, 15% of Gen Xers, and 7% of Baby Boomers. More interestingly, 43% of Gen Z consumers start product searches on TikTok. That’s a higher share than those that start searches on Google.

Gen Z craves authenticity and personalized experiences. They are more inclined towards social commerce, where they can interact with brands, participate in user-generated content, and engage in peer-to-peer recommendations. Gen Z is also more likely to support socially conscious and sustainable brands that align with their values.

The Next Generation

While we are just beginning to understand the behavior of the next generation, often referred to as Generation Alpha (born after 2012), they are growing up in an era of constant connectivity and instant gratification. With even greater exposure to technology, their preferences and expectations regarding eCommerce will likely be heavily influenced by their early experiences.


The generational impact on eCommerce spending cannot be overlooked. Understanding the unique characteristics, preferences, and behaviors of each generation is vital for businesses to tailor their strategies and cater to the ever-evolving consumer landscape. Whether it’s the convenience-seeking Baby Boomers, the experience-driven Millennials, or the authenticity-craving Gen Z, businesses must adapt to meet the demands of each generation while staying true to their brand identity. By leveraging technological advancements and providing personalized experiences, businesses can capture the attention and loyalty of consumers across generations, driving eCommerce growth in the years to come.