Marketing Strategies for E-Commerce Businesses To Reach Gen Z Audiences

Gen Z, the first digitally-native demographic, is a super cool generation. Born between the late ’90s and early 2010s, they have grown up with smartphones, social media, and instant access to just about everything. 

They have a huge global purchasing power. This generational cohort is expected to make up almost 20% of all global spending in e-commerce by 2030. 

That is good news for e-commerce business owners. But marketing to them is no easy task. That is because they don’t respond to marketing the same way older generations do. Gen Z is skeptical of traditional advertising; it feels outdated to them.

So, how do you reach this consumer segment? Well, there are a few ways. Here, we’ll share a few marketing strategies that can help you reach Gen Z audiences. Dive in, then!

#1 Be Where They Hang Out

Gen Z lives online. Half of them spend at least 4 hours a day on social media. Nearly 64% use it to discover brands. This shift means brands must reconsider how they get in front of potential customers.  

TikTok is Gen Z's top choice for searching topics like hair and makeup, as well as gift ideas. For fashion brands, however, Instagram is the most popular search destination, though it's used by a much smaller percentage (12%).

Gen Z also heavily uses Snapchat. Around 58.8% of its users belong to the Zoomer generation. Brands like Mister Bandana and Pit Viper have found success on the platform.

Being where they hang out also means marketing responsibly. Ongoing lawsuits against social media platforms for fueling mental health issues in young people are a reminder that brands should avoid harmful tactics. According to TorHoerman Law, defendants named in the lawsuit are Facebook, Instagram, and TikTok.

Recently, people have also started filing the Snapchat lawsuit. Snapchat, while different from Facebook and Instagram, can still spread harmful content to young users due to filters and news stories.

#2 Lean Into Authenticity and Transparency

Zoomers have a built-in radar for anything that feels fake or overly polished. They grew up in an era of fake news and clickbait. That has made them excellent at spotting insincere corporate messaging. 

If your brand feels too polished, too salesy, or too detached from reality, they will scroll past without a second thought.

To earn their trust, you must embody authenticity through transparency, genuine communication, and consistency. Show the real people behind your business with behind-the-scenes content. If your product has limitations, be upfront about them. This generation values honesty over perfection.

Openly discuss your supply chain, your values, and the steps you’re taking to be more ethical and sustainable. The effort pays off: 84% of Gen Z say they are willing to pay more for products that align with their ecological values.

Taking a stand on important issues can deepen trust, too. Sol de Janeiro is a great example of this approach. The beauty brand built a loyal community by focusing on body-positive messaging and embracing its Brazilian heritage. Its viral rise wasn’t an accident but was fueled by a brand ethos that felt real, relatable, and worth supporting.

#3 Make Influencer Marketing Relatable, Not Overproduced

Influencer marketing is not dead for Gen Z. Research shows that a significant 35% of them discover new products through influencers. However, instead of celebrity-level influencers, Gen Z connects with creators who share honest, personal experiences.

This preference for realness has made micro- and nano-influencers very effective. These creators typically have smaller followings, but they have built tight-knit communities based on trust and shared interests. Their recommendations feel like advice from a friend, not a sales pitch. Brands that understand this are seeing great results.  

Glossier is a great example of this approach. It has built its brand around user-generated content and a community-driven approach. It sends products to a diverse range of micro-influencers and encourages authentic reviews. This strategy helps them build a strong community.  

When you work with influencers, encourage them to create content in their own style. Don’t hand them a script or push for a perfectly polished video. Let them be themselves while highlighting your product. Whether it’s an unboxing video, a quick review, or a funny skit, the more natural it feels, the better.

Also, think beyond traditional sponsored posts. Collaborate on product development, invite influencers to participate in brand decisions, or create limited-edition items together. These deeper partnerships feel more authentic than one-off promotional posts.

Your Quick Start Guide to Gen Z Marketing

To reach Gen Z, ditch the big-budget, flashy campaigns and old-school ads. Rather, understand their world and connect with them on their terms, where they already are.

Lean into these marketing strategies and you won’t just attract Gen Z customers, but also earn their trust and loyalty. So, skip the hard sell, stay genuine, and keep the conversation going. That is how you turn Gen Z browsers into lifelong fans.