Today, customers of all ages shop online. However, their expectations and shopping habits can vary significantly. What matters to each generation of customers in the Czech Republic?
Each generation approaches online shopping a bit differently. For online stores, it is therefore important to tailor the shopping experience to different customer groups.
According to a survey conducted by the agency ppm factum for RETAILTrek, Generation Y, or millennials, meaning people born approximately between 1986 and 2000, are among the most active online shoppers in the Czech Republic.
On the other hand, the younger Generation Z (people born after 2000), who are generally more active on the internet and mobile devices, more often prefer selecting goods online and subsequently purchasing them in a brick-and-mortar store.
According to a survey by GTS Alive, 70% of high school students and 75% of university students shop in physical stores at least once a week, with many visiting them several times a week. Most frequently, they buy clothing, footwear, cosmetics, or groceries there.
Young people under 26 use online shopping less frequently, typically about once a month. They use the internet most when buying electronics, clothing, and books. The results of an extensive survey among more than 2,600 high school and university students show that Generation Z combines online and offline shopping channels and chooses them based on the type of goods and the specific shopping situation.
According to Marek Wiener, who conducted a survey among Czech customers, the younger generation, especially Generation Z and Generation Alpha, brings new habits to online shopping. They increasingly use artificial intelligence, such as ChatGPT-style chatbots, to help them select products based on specific requirements. Instead of browsing e-shops, reading reviews, and checking comparison sites for a long time, they can get recommendations within a few moments.
Millennials shop differently as well; they are used to searching for information through internet search engines. Before buying, they often compare multiple offers, read through reviews and expert articles, and spend more time on the decision-making process itself.
When shopping online, Generation X often relies on established internet services and verified sources of information. News portals, email communication, or price comparison sites play an important role as they search for the most suitable offer. When making a purchase, they place emphasis on merchant trustworthiness and clear product information. Unlike millennials, this generation often prefers using the Seznam.cz service.
However, older generations should not be overlooked either. Many members of the baby boomer generation (people born between 1946 and 1964) in the Czech Republic regularly use the internet, smartphones, and online services today. Growing digital literacy and an active lifestyle mean that online shopping is becoming a natural part of life for an increasing portion of seniors. For this customer group, simplicity of the checkout process, clarity, and a sense of security during payment—which the PayU payment gateway can provide—are key.
According to an article published on iDnes, Generation Z (people born between 1996 and 2012) considers buying second-hand significantly more often before reaching for a new product. According to available data, approximately 62% of young customers act this way. Up to 83% of them in the Czech Republic have personal experience with this type of shopping or are generally open to it.
Behind this approach is not just an effort to save money. Younger customers also think more about the long-term value of items, their secondary use, or the possibility of reselling them. Shopping is thus not merely a question of price for them, but also of practicality and future usefulness.
Although individual generations differ in their shopping habits, they are all united by one thing: they expect a simple and secure shopping process. E-shops that can understand the needs of different age groups and offer them a corresponding customer experience—including suitable payment methods—gain a significant competitive advantage. It is precisely the ability to adapt to different customer preferences that can decide whether a visitor completes an order or leaves for the competition.