Gen Z: The Present and Future of Ecommerce

In a data-rich session at DELIVER Europe 2025, Thiemo van Spellen, Global Accounts MD at Geopost, shared exclusive insights into Gen Z’s shopping behaviour, drawing from a decade of findings via the eShopper Barometer — one of the largest ecommerce consumer surveys in Europe.

Covering 24,000 online shoppers annually across all European countries, the research provides a nuanced look at not just what online buyers expect — but why they expect it.

What Do Regular eShoppers Want?

Before diving into Gen Z, van Spellen outlined the desires of “regular” eShoppers — those 48% of consumers responsible for 86% of transactions. This group wants it all: product quality, strong deals, social media-driven shopping experiences, and exceptional delivery.

Among these, delivery is especially crucial — often the only physical interaction with a brand. Shoppers now expect:

• Real-time delivery updates

• Flexible in-flight options (changing time, date, location)

• 1-hour delivery windows

• Seamless digital integration in the checkout and fulfilment journey

Gen Z is No Longer the Future — They’re the Now

Born between 1997 and 2012, Gen Z already makes up 26% of regular eShoppers, with high purchasing power, especially in beauty, basic groceries, personal hygiene, and even household essentials like bulk toilet paper.

Van Spellen describes their shopping approach as “fidgetal” — fluidly moving between physical and digital touchpoints. A typical journey might include discovering a product on TikTok, trying it in-store, and purchasing online — or vice versa.

TikTok Shop and the Rise of Social Commerce

TikTok is becoming a gamechanger. In the UK, 1 in 4 shoppers have already purchased from TikTok Shop, which is growing faster than any other merchant platform in Europe.

Crucially, 70% of products sold on TikTok Shop are local-to-local — not from China, but from European merchants. This changes the dynamic of cross-border commerce and puts pressure on logistics providers to offer seamless pan-European delivery solutions.

Sustainability Still Matters

Despite Gen Z’s demand for immediacy, sustainability is not sacrificed. Nearly two-thirds of Gen Z consider carbon impact when choosing how they shop.

Geopost's “green slot” delivery option — piloted in the UK — has already shown success, with two-thirds of consumers selecting the sustainable option when it’s clearly labelled.

Key sustainable delivery facts shared:

• 15% of Geopost’s last-mile fleet is now fully electric

• 16% of long-haul km are driven with low-emission alternatives like HVO

• Parcel-level emissions have been reduced by 7% despite rising volumes

Lockers vs Parcel Shops: The Hybrid Future

Out-of-home delivery is booming. Geopost currently operates:

• 132,000 pickup points across Europe

• Including 30,000–35,000 lockers (expected to grow to 50,000+ soon)

Gen Z loves out-of-home options for the freedom, control, and sustainability benefits they offer.

From Data to Differentiation

Geopost’s award-nominated Singular platform is making hyper-personalised offers to consumers via its myDPD app — connecting them with local products, exclusive deals, and a smarter parcel experience.

In closing, Thiemo van Spellen stressed: Gen Z is not a future trend — they are reshaping retail logistics now. Retailers who understand and serve them with flexibility, transparency, and sustainability will be the winners in the next decade of ecommerce.