Study Of Gen Z vs Millennials: Online Buying Behaviour

The rapid expansion of e-commerce in India has been propelled by two dominant consumer cohorts: Generation Z (born 1997–2012) and Millennials (born 1981–1996). While both groups are digitally native, their online purchasing patterns differ markedly in platform preferences, decision triggers, and shopping motivations. This study employs a comparative cross-sectional design to examine these behavioural distinctions, drawing on primary data from 420 urban and semi-urban respondents in Gujarat, India. Using a structured online survey supplemented by open-ended responses, the research analyses frequency of purchase, preferred platforms, influencing factors, payment methods, and device usage. Key findings reveal that Generation Z shoppers exhibit impulsive, trend-driven behaviour heavily influenced by social media and influencers, favouring mobile-first apps such as Myntra and Nykaa. In contrast, Millennials demonstrate research-oriented, value-conscious habits, relying on established marketplaces like Amazon India and Flipkart, with greater emphasis on customer reviews and price transparency. Statistical patterns confirm significant generational divergence in platform loyalty and purchase drivers. These insights offer actionable implications for e-commerce platforms and marketers seeking to tailor strategies in India’s dynamic digital retail sector. The study contributes to generational consumer behaviour literature by providing region-specific evidence from a high-growth Indian state.