Let me tell you about the time I got schooled by a 14-year-old. I’m a guy who thought he had e-commerce figured out—until my niece, Anika, decided to dismantle my worldview over a plate of samosas (a small, triangular pastry filled with spiced vegetables or meat, and fried, yumm!). “Uncle,” she said, mid-bite, “why are you still buying from that sketchy fast-fashion site? Don’t you know they’re trashing the planet?” I laughed it off—until she pulled up a TikTok exposing their supply chain. Three minutes later, I was deleting my cart and wondering when kids got so savvy.
These lot, Gen Z and their younger siblings, Gen Alpha, aren’t just shopping—they’re rewriting the rules of e-commerce. And trust me, I’ve seen enough to know they’re the future.
The Digital Life I’ll Never Live? Maybe?
I grew up with dial-ups and a Nokia brick. Anika? She was swiping iPads before she could spell. Her generation—and the Alphas trailing behind—don’t just shop online; they live there. Last week, during a shaadi (marriage) I saw her buying a hoodie off Instagram, not because it was cheap, but because the brand’s bio said “carbon neutral.” She smirked when I asked about it: “It’s not just a hoodie, Uncle. It’s a vibe. You won’t get it!”
She’s not wrong. These kids expect e-commerce to be fast, mobile, and personal. I sometimes still fumble with my laptop cart while they’re one-tapping purchases on TikTok Shop. Shopify says over 60% of Gen Z prefers mobile-first platforms—makes sense when your phone’s basically your third hand. And Alpha? My friend’s 7-year-old daughter just asked Alexa to order biodegradable glitter. I’m still processing that one. *Wipes my forehead with a handkerchief.*
Another day, another humbling? Here’s where I got humbled again. I thought I was smart snagging a $10 T-shirt deal. Anika? She’d rather burn her allowance than buy something without a backstory. “Is it sustainable? Fair trade? Who made it?” She grilled me. I had answers but this time, I chose not to get involved and understand the mindset more. Turns out, 73% of Gen Z will pay extra for ethical stuff—McKinsey’s words, not mine. Alpha’s growing up with climate marches on their feeds, so they’ll probably be worse (or better, depending on your angle).
I see it everywhere now. My buddy’s startup flopped because he ignored the “green” memo—Gen Z roasted him on X, and his sales tanked. Meanwhile, brands like Patagonia are printing money because they get it: authenticity trumps everything. These kids smell BS a mile away. Kids, you know.
Anika doesn’t browse Amazon—she scrolls. X, TikTok, Twitch—it’s all fair game. She bought earrings from some indie seller on Etsy because a YouTuber she trusts vouched for them. Gen Z’s dropping $360 billion a year, and Alpha’s watching every move. I tried keeping up, clicked an ad on X, and ended up with a $50 candle I don’t need. Lesson learned: they’re not just consumers; they’re curators.
People are used to thinking e-commerce is about deals and delivery. Anika shows everyone that it’s about identity. Gen Z’s already flexing their power, and Alpha’s next in line. By 2030, they’ll own the market, and you don’t want to be that old guy or girl begging for their secrets. Businesses better catch up—mobile-first, ethical, social—or they’ll be left in the digital dust. Me? I’m starting small: next samosa session, I’m asking Anika where to shop. She’s the boss now.
Regards,
Rupesh
