Gen Z consumers in India are shaping a new kind of digital commerce. Their habits blend smart deal-hunting, digital fluency, and strong cultural preferences. According to the first quarter findings of the ET Snapchat Gen Z Index, young shoppers are deliberate, brand-aware, and intentional in their purchase decisions — favouring value, purpose, and authenticity over hype.
The ET Snapchat Gen Z Index was mapped to record changes over a 3-month period.
Deals over drip
This generation doesn’t shop on impulse. According to the study, powered by Kantar, 84% of Gen Z respondents said they research deals and offers before buying, across both online and offline platforms. They aren’t just comparing prices — they’re reading reviews, checking discount histories, and waiting for the right moment to purchase. The focus is on getting the most out of their money, not just following trends. These digital natives are confident in navigating platforms and expect transparency from brands during sales and seasonal campaigns.
Desi and proud
Support for Indian-origin brands is not a passing phase — it’s a clear priority. 83% of Gen Z said they take pride in buying Indian brands. Moreover, 85% choose brands that hold personal meaning rather than just big names. This shift highlights a generation that values cultural connection and authenticity over foreign appeal. Gen Z’s preference aligns with a larger push towards “Make in India” and ethical sourcing. They are open to niche and lesser-known names — 81% said they’re willing to try emerging or under-the-radar brands that align with their values.
Trust the truck
In the e-commerce space, Amazon and Flipkart continue to stand out as top choices for Gen Z. These platforms have built high trust through dependable delivery systems, wide product selections, and consistent service. Their ability to meet speed and reliability expectations positions them as go-to destinations during both everyday purchases and major sale events. Among Gen Z, brand affinity for these platforms reflects how utility, ease, and performance drive loyalty.
Scroll, style, shop
Myntra leads in the fashion category by combining shopping with style discovery. Its curated collections, influencer-driven campaigns, and personalisation features make it more than just a marketplace. Gen Z values how the platform reflects their evolving fashion tastes and supports self-expression. H&M also finds resonance with its aesthetic appeal, while Ajio lags in comparison. The difference lies not just in product lines, but in how effectively each platform connects fashion with culture and identity.
Influencers? Maybe. Authenticity? Always.
Celebrity endorsements alone don’t move this generation. Gen Z trusts content that feels personal and real. They are more likely to follow influencers who share honest experiences rather than polished promotions. What matters is relatability — not reach. Brands relying on influencer marketing must ensure their voices reflect genuine use, emotional honesty, and shared values. For Gen Z, peer reviews and storytelling often matter more than paid campaigns.
Swipe smart, shop sharp
Gen Z is not just swiping for style — they are shopping with strategy. Their focus on sustainability, ethics, and local relevance reflects a deeper expectation from the brands they engage with. Companies that clearly communicate purpose, offer consistent digital experiences, and align with Gen Z values are better positioned for long-term relevance. For retailers, the formula is simple: offer speed, stay real, and stand for something.
For the in-depth report, click here
The ET Snapchat Gen Z Index was mapped to record changes over a 3-month period.
Deals over drip
This generation doesn’t shop on impulse. According to the study, powered by Kantar, 84% of Gen Z respondents said they research deals and offers before buying, across both online and offline platforms. They aren’t just comparing prices — they’re reading reviews, checking discount histories, and waiting for the right moment to purchase. The focus is on getting the most out of their money, not just following trends. These digital natives are confident in navigating platforms and expect transparency from brands during sales and seasonal campaigns.
Desi and proud
Support for Indian-origin brands is not a passing phase — it’s a clear priority. 83% of Gen Z said they take pride in buying Indian brands. Moreover, 85% choose brands that hold personal meaning rather than just big names. This shift highlights a generation that values cultural connection and authenticity over foreign appeal. Gen Z’s preference aligns with a larger push towards “Make in India” and ethical sourcing. They are open to niche and lesser-known names — 81% said they’re willing to try emerging or under-the-radar brands that align with their values.
Trust the truck
In the e-commerce space, Amazon and Flipkart continue to stand out as top choices for Gen Z. These platforms have built high trust through dependable delivery systems, wide product selections, and consistent service. Their ability to meet speed and reliability expectations positions them as go-to destinations during both everyday purchases and major sale events. Among Gen Z, brand affinity for these platforms reflects how utility, ease, and performance drive loyalty.
Scroll, style, shop
Myntra leads in the fashion category by combining shopping with style discovery. Its curated collections, influencer-driven campaigns, and personalisation features make it more than just a marketplace. Gen Z values how the platform reflects their evolving fashion tastes and supports self-expression. H&M also finds resonance with its aesthetic appeal, while Ajio lags in comparison. The difference lies not just in product lines, but in how effectively each platform connects fashion with culture and identity.
Influencers? Maybe. Authenticity? Always.
Celebrity endorsements alone don’t move this generation. Gen Z trusts content that feels personal and real. They are more likely to follow influencers who share honest experiences rather than polished promotions. What matters is relatability — not reach. Brands relying on influencer marketing must ensure their voices reflect genuine use, emotional honesty, and shared values. For Gen Z, peer reviews and storytelling often matter more than paid campaigns.
Swipe smart, shop sharp
Gen Z is not just swiping for style — they are shopping with strategy. Their focus on sustainability, ethics, and local relevance reflects a deeper expectation from the brands they engage with. Companies that clearly communicate purpose, offer consistent digital experiences, and align with Gen Z values are better positioned for long-term relevance. For retailers, the formula is simple: offer speed, stay real, and stand for something.
For the in-depth report, click here
