Born between 1995 and 2010, they are hyper-connected and consume dynamic content on the internet 

The years go by, technology advances, new generations occupy environments and arrive in the digital universe. Generation Z, which includes people born between 1995 and 2010, is an example of how the evolution of consumers is dictated, after all, they have experienced all the technological advances and are entering the job market and the digital world. 
Gen Z are immersed in globalization, are hyper-connected and consume dynamic content, and 98% of people from this generation are connected to the internet, according to data released by the Pew Research Center. In addition to the above characteristics, they are also known for being very pragmatic, but how does this relate to e-commerce and the digital market?  

We start with the fact that people from this generation seek out and consume content from digital influencers, making the famous reviews are highlighted on the internet, this provides value for brands and content creators. It is a key point of communication, purchase and consumption for companies.  
When we talk about buying and consuming, we need to point out that Gen Z is very concerned about a shopping experience, product customization and quality, and will even pay more money when purchasing a product if these prerequisites are part of the experience. 
When it comes to buying, we also have to mention payment methods. They play a fundamental role in the way Generation Z behaves in the digital universe, because with all the technological advances they choose to "escape" from traditional means of payment such as banks, for example. For the experience to be successful, websites/e-commerce must be dynamic and modern. 
Modernity, navigability, advanced technology and attractive content are some of the main points that enhance the shopping experience and instigate consumption among Generation Z. In order to sell to the Gen Z audience, it is important to emphasize ease, quality and the purpose of the brand, after all, 2.5% of them agree to buy from the same store again if the first purchase was negative. 

In short: Generation Z is the future of e-commerce, they are pragmatic, up-to-date and connected. They value a good shopping experience, use social networks full time and value a shopping experience with personalization, no mistakes and good products. 

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*Source: Jornal Empresa e Negócios