By Rakhee Naik. Online shopping may be a shared habit, but how South Africans shop online reveals some interesting generational distinctions, according to insights from KLA, in partnership with YouGov Profiles (which tracks South African adults with access to the internet, aged 18+).
Younger generations lead digital-first commerce. From browsing to buying, they’re driving adoption of new formats and technologies. For example, 56% of Gen Z, 60% of Millennials and 58% of Gen X typically begin their travel planning online, drawing inspiration from Instagram, TikTok, YouTube, and travel blogs. They also prefer booking via apps and mobile-first websites. For them, it’s not just about convenience, but access, autonomy, and alignment with how they live.
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This extends to other categories. Gen Z and Millennials are increasingly comfortable buying wearable tech like smartwatches and fitness trackers online (42% and 46% respectively). Nearly two-thirds in each group say augmented reality would make shopping more fun. Even for traditional products like books, most generations now lean towards digital formats, whether eBooks or ordering physical copies online.
Some sensory-heavy categories, however, still pull people into stores. Bed and bath products, soft furnishings, and furniture are categories where touch, texture, and colour accuracy matter. Here, shoppers across the board, especially older generations, prefer brick-and-mortar experiences, which offer greater confidence and reduce the risk of disappointment.
In-store habits still matter, especially for Boomers
When it comes to values, Baby Boomers remain more connected to traditional shopping habits. Nearly half (48%) disagree with the idea that they’d rather shop online than in-store, often citing emotional or habitual ties to the physical retail experience. However, this doesn’t mean they’re offline. Around 34% see something online before buying in-store, 22% use click-and-collect, and 11% make use of apps even when they eventually buy in-store.
All generations (regardless of their digital enthusiasm) are becoming increasingly strategic about how they shop. For example, 73% of Gen Z, 72% of both Millennials and Boomers, and 70% of Gen X say their purchase journey starts online. Even if the transaction happens elsewhere, digital plays a central role in research, comparison, and decision-making.
Digital research drives comparison and trust
What shoppers do during that research phase is also evolving. High-value tech items, like mobile phones, laptops, and electronics, drive high levels of comparison shopping. Millennials and Gen Z are particularly price-sensitive and research-driven in these categories. Boomers are also savvy, with 33% comparing prices on mobile phones and accessories, and 44% do so for electronics and appliances.
Ad-blocking behaviour also offers a generational lens into online experience preferences. While younger shoppers use blockers to avoid distractions and intrusive ads, Boomers are more concerned with data privacy and tracking, indicating different definitions of what makes an online experience feel “safe”.
The good news for marketers is that across all age groups, there is strong agreement that online shopping makes life easier and is an important part of the purchasing journey. With 84% of Gen Z, 87% of Millennials, 82% of Gen X, and 59% of Boomers expressing this sentiment, the appeal of digital convenience is clear. But ease alone isn’t enough. Trust, transparency, and relevance remain key levers for driving conversion.
Digital commerce is no longer a niche or a novelty. Marketers need to take note of generational nuances, or risk missing the emotional and practical drivers behind online behaviour. The same platform can meet vastly different needs, if you’re paying attention.
Methodology:
Profiles: Segmentation and media planning tool. With data collected daily, YouGov Profiles gives you the power to build and customise a portrait of your consumers’ world. More than 2,600 variables are available in South Africa.
Dataset: 2025-07-20
Population: Nationally representative sample of South African adults with access to the internet, aged 18+. Gen Z (18-27) n~10949, Millennials (28-44)n~22926, Generation X (45-60) n~5901, Baby Boomers (61-79) n~ 1198
Rakhee Naik is a managing consultant: Insights at KLA.
