Understanding your customers is tough, and understanding different generations of shoppers is even more challenging. Luckily every generation prefers to shop on the go and look for convenience, although they have different shopping habits and behaviors.
Hence, it’s not difficult to understand why every leading eCommerce brand focuses on launching its apps for customers. According to Statista, mobile eCommerce revenue reached $3.88 trillion in 2023, resulting in more than half of total eCommerce sales, and it’s still growing.
In this post, we will take a detailed look at how different generations shop and how mobile apps help in their shopping journey.

Different generations and shopping habits: How apps help
If you’re considering turning your Shopify store into a mobile app, let’s take a quick look at how different generations are likely to engage with it:
1. Baby Boomers (1946–1964)
This category of shoppers is aged above 55 years.
Shopping Behavior
Although this generation of shoppers has primarily relied on in-store shopping (remember, they have grown up in the era of no smartphones and the internet), they’re slowly adapting to the digital world.
Data says 65% of baby boomers own a smartphone, while 55% own a tablet. This generation uses apps to get information for a better living, travel, and shopping experience.
They look at every purchase as an ‘investment,’ so they deeply care about the value of product quality. They’re not impulsive buyers, rather their purchase decisions are based on research and first-hand information. They also prefer to shop from brands that offer good customer service.
How Mobile Apps Help
- Ease of Access: This generation of shoppers prefers to use mobile apps with straightforward navigation and clear information, often using text-based cues. Mobile apps also support their need for larger fonts with less complex designs for easier access.
Mobile sites, even if they are responsive, often require the user to zoom in and out to read clearly, which this generation of users is uncomfortable with.
For example, a spelled-out “Add to cart” option will give this generation of shoppers clear instructions rather than just a ‘plus’ sign or dragging icons.
- Loyalty Programs: Boomers are attracted to shopping apps that offer loyalty programs like personalized rewards and discounts.
For example, IKEA has a loyalty program called the IKEA family, which offers members a variety of benefits, including discounts and special offers, invitations to events and workshops, saved purchase history for easy part replacement, and so on.
Such loyalty programs not just win hearts but also improve brand stickiness for the boomers.
- Assisted Shopping: Although they’re getting used to online shopping and mobile apps, boomers still feel comfortable with assisted shopping. Apps offering features like live chat or customer service integrations work well for boomers.
2. Generation X (1965–1980)
This generation of shoppers is between 35 and 54 years old.
Shopping Behavior
Generation X buyers prefer a mix of online and offline shopping. However, 90% of Gen Xs use social media and spend time on apps like Facebook, YouTube, and Instagram. That means they discover products on social media rather than any other channel.
Data also reveals that 19% of Gen X have purchased products in-app in the last three months after discovering them on social media.
Like their previous generation, this generation too appreciates convenience and value for money. They also tend to favor brands that they have trusted and used before.
How Mobile Apps Help
Convenience: For Generation X, convenience matters most.
A report mentions that more than 9% of U.S. Gen X members buy grocery items regularly through their mobile apps. That’s one-third more than millennials and triples the share of baby boomers and seniors.
An app offering a streamlined purchasing process and an easy reordering system is definitely a win.
- Trust Building: For Gen X, trust building plays an important role in the stickiness of mobile app purchases. Brands can build trust by creating an app with secure payment gateways and transparent reviews.
For example, by integrating Appbrew’s Yotpo-powered reviews live on the app, Sukoshi Mart could offer verified reviews of its apps, leading to informed purchasing decisions for its users.

- Personalization: Personalized recommendations can win the hearts of any shoppers, irrespective of their age. Brands can bring in tailored recommendations in their apps and improve customer experience by analyzing the user’s previous browsing and purchase history.
For example, using Appbrew, Sukoshi Mart was able to analyze and segment customer behavior to send personalized notifications, which saw a 30% increase in conversion rate.
3. Millennials (1981–1996)
This group of shoppers are between the age of 28 and 43 years.
Shopping Behavior
Millennials are dominantly online shoppers, driven by social media trends and reviews. They prioritize experiences, sustainability, and brand values. They prefer shopping apps with quick checkout processes, hassle-free transactions, and fast deliveries.
Millennials are also highly engaged with mobile and subscription-based services. For example, think of Amazon Prime's complementary and one-day shipping service. In fact, among US Amazon Prime members, 76.9% are millennials!
How Mobile Apps Help
- Social Commerce Integration: A HubSpot survey found that 43% of millennials found new products using social media. Hence, it's only logical for brands to have seamless links to social platforms for easy shopping.
- Gamification: Gamified shopping experience, loyalty programs, and attractive rewards entice millennial shoppers. Bringing in the gamification element in the shopping app allows this group of shoppers to interact and participate instead of passively consuming the content.
4. Generation Z (1997–2012)
The Gen Z belong to the age group of 12 and 27 years.
Shopping Behavior
This mobile-first generation is highly influenced by social media and influencers. This generation of shoppers find influencers relatable and trustworthy.
A Forbes article mentions that 44% of Gen Z say that influencers have an influence on their shopping decision. This group of shoppers seek authenticity and align with brands reflecting their values. They also seek instant gratification and quick delivery options.
How Mobile Apps Help
- Visual Appeal: Mobile apps that are intuitive and visually engaging entice Gen Z shoppers.
- Instant Gratification: Mobile apps with real-time inventory updates or one-click purchase options offer the instant gratification that Gen Z expects. For example, the eCommerce brand S’Wheat offers a single-click express checkout option.

- Image Search: Another favorite of Gen Z is image search. With Appbrew, you can integrate an image search feature that allows customers to find products using images instead of keywords. For example, Snitch, a men’s fashion brand, saw 60% of DTC's business within a month after it launched its mobile app with an image search feature and other features.
5. Generation Alpha (2013 onwards)
This is the youngest group of shoppers of 11 years and below.
Shopping Behavior
This youngest group of consumers still can't drive themselves to shops but are heavily influenced by family and digital trends.
They are brand-conscious and display an early adoption of technology. They know how to search for a product online using voice search.
Gen Alpha wants to shop in places where their millennial parents mostly shop.
How Mobile Apps Help
- Parental Control Features: Adult brands can welcome these young shoppers by including guided purchase options through parental control features largely missing on mobile websites.
- Interactive Elements: As the first generation born entirely in the 21st century, they’re super comfortable with advanced technology. They’re growing up with educational games and love interactive elements. Apps with gamification, VR technology, voice search, etc., hook them most.
Also read: Expert UX design tips for your Shopify store mobile app
Shopping apps are for everyone
Shopping apps create a positive shopping experience among shoppers of all ages and generations because they’re convenient and offer personalized recommendations.
Its omnichannel experience caters to both digital-savvy and traditional shoppers. Mobile shopping apps are built to cater to the needs and preferences of shoppers of every age.
So whether you’re building apps for young adults who enjoy impulsive buys or senior shoppers who appreciate the large fonts and clear navigation instructions, mobile apps can solve the needs of every age group.
Another reason for the popularity of mobile apps among users of different ages is their ability to analyze customer behavior and purchase history and personalize recommendations to match generational preferences.
Finally, mobile apps enhance accessibility, making shopping seamless for every age group.
Also read: How can shopping apps help boost customer retention
Build native eCommerce mobile apps for your Shopify store
If you’re an eCommerce business built on Shopify, you can easily convert it into a mobile app and make shopping more exciting and fun for your target audience.
However, if you’re wondering how feasible it is to convert your polished and perfect website into an app, Appbrew is here to help.
Appbrew is a versatile no-code mobile app builder built especially for eCommerce brands looking to create a high-performing mobile app that resonates with their brand identity.
With Appbrew, you can easily build fully native iOS and Android apps with an easy-to-navigate interface allowing eCommerce brands to create mobile apps that are fun and appealing to shoppers of every age.
Appbrew allows real-time sync with your Shopify store, ensuring that any changes made to products, inventory, or promotions are instantly reflected in the app.
Ready to experience it?