蘑菇AV

Gen Z, which represents the predominant source of digital buyer growth, is particularly likely to rate DEI-focused efforts highly, and every generation is more likely to support brands that reflect their social values.

This survey, provided by Bizrate Insights on behalf of 蘑菇AV, provides a monthly consumer pulse of digital shopping behavior and intent.

The news: Gen Z鈥檚 digital communities鈥攌nown as digital third spaces鈥攁re increasingly essential to how brands drive buying decisions, as Gen Z remains the predominant source of digital buyer growth. Social media use is increasing quickly for Gen Z, growing 7.7% in 2024 compared with 1.8% for the general population.

Gen Z is the critical force in digital buyer growth. Nearly 90% of the 14.7 million new digital buyers in the US between 2024 and 2028 will come from Gen Z. The pace of Gen Z digital buyer growth will be fastest between 2024 and 2026, before tapering off significantly, making the near-term period a critical era for brands and retailers to capture Gen Z loyalty.

This year, we expect the company鈥檚 digital advertising business to grow by 40.4%, driven by an influx of new digital buyers and more robust ad offerings. With advances including display, video, and off-site formats, Mercado Libre will capture more than half of all retail media ad spending in Latin America, expanding its advertising business across the entire marketing funnel.

Almost 4 in 10 US digital buyers will use it at checkout this year, and the figure will jump to nearly half among Gen Z and millennial digital buyers. And many consumers are leaning on BNPL as a credit card alternative. High interest rates, tightened lending standards, and a lower level of savings have pushed them to look for alternative financing options:.

Consequently, overall digital buyer growth will remain below 2.0% each year through 2028. Click here to view our full forecast for US digital shoppers and buyers. Growth in spending per digital buyer will remain slower than overall ecommerce growth.

Digital buyer growth is also coming from mobile-first Gen Zers. By 2028, there will be 8.5 million digital shoppers ages 14 to 24, up from 7.9 million in 2024. Digital buyer penetration is already high among buyers ages 18 to 24, at 97.2%, and will increase slightly to 97.5% by 2028.

Key considerations for Quebecois鈥� online purchases are similar to what most digital buyers care about in most geographies. More than half of internet user respondents in Quebec indicated costs or savings as a primary buying factor, while product availability and the ability to return items also ranked highly. Quebec鈥檚 language laws have reduced choice for online shoppers.

More than half (56.1%) of digital buyers were forecast to make transactions outside of the country (mostly the US) in 2025. But tariffs on US consumer goods and services will reduce demand significantly. The value of the Canadian dollar is also at near-historical lows, suppressing cross-border demand. For Canadian brands and retailers, this will result in greater domestic demand.