
After the entry into adulthood of the Z generation, another group of young consumers begins developing their patterns of behavior. They may in a very significant way determine the future of electronic commerce. The Alpha generation (Generation Alpha or Gen Alpha) was born between 2010 and 2025 years. It covers everyone, from infants to young teenagers. First results of studies suggest,
that it is approaching in innovative methods of electronic commerce.
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under the mark of technological progress and climate change
Generation Alpha (Generation Alpha or Gen Alpha) follows immediately after Generation Z. The name references to the first letter of the alphabet Greek, because Gen Alpha is the first, which was born in the whole third millennium. Most members Generation Alpha are children of millenials, meaning generation Y.
While the shopping behaviors of other generations are already well known to industries FMCG, retail trade and electronic trade, their young successors are still in a large major unstudied group. However first results of research suggest, that the alpha generation is approaching electronic trading in innovative ways.
The Alpha generation – children of Millenials
Parents of Millenials generation grew up in situations of dynamic development technology, digitization and online shopping . Through this they are uniquely qualified to assess the benefits and risks related to behavior in e-commerce, which have consequences for their children of Generation Alpha.
In the United States 78 proc. parents stated, that rarely or never allowed their children of Gen Alpha to shop online. Only 7 percent. parents will provide their children with full, unfettered access to e-commerce in 2024 year.
Nevertheless one shopping on Amazon was the th th most popular application for teenagers in the US in 2023 year, a over half of
respondents of the widespread study used this
application.
Of teenagers from the generation.Alpha using from popular mobile apps and internet platforms in US in 2024 year
statistic_id1490224_share-of-us-gen-alpha-teenagers-using-popular-apps-and-online-platforms-2023.png
Gen Alpha is becoming social
E-commerce is transitioning today from the model market online, which is popular among the generation Millenials, into the social sphere – diagnoses statista.com. Social commerce is experiencing a boom across the world, decreasing from year to year the market share of traditional vendors online.
Younger consumers are particularly prone to shop on social media, a along with the Alpha generation this trend is likely to increase. A study conducted in the US in 2024 year. showed, that known social networking platforms, like TikTok, Snapchat, Instagram and YouTube, are already widely used by young teenagers. In reality parents have reported, that the Alpha generation is showing characters of dependence on these platforms, a sluthing 89 proc. users TikTok from the generation Alpha presents
daily short content. Applications video are
particularly
popular, and the good old YouTube is the application, from which the Alpha generation used most often.
Use of social-media by the Alpha generation (according to their parents) in the US in 2024 year
statistic_id1546576_leading-social-media-platforms-used-by-gen-alphastates-2024.png
The opportunity to revive Metaverse
Community trading may appear to be an innovative way of engaging in e-commerce by the Alpha generation, but it is moving their purchasing behavior online by a step further: to Metaverse. While when the digital replica of our universe has not yet had the promised impact on adult consumers, the Metaverse is now reviving among children. Fortnite and Roblox are two games video games, which are part of the Metaverse, a in which e-commerce electronic and micropayments form the core of the business model.
Although Roblox is older than all members of Gen Alpha,itstandsasthebasisofplayersinthisgamevideo.Alpha,thefirstinthefulldigitalgenerationofconsumers,alreadyisshowingcharacters.Theirfuturepersonalityconsumere-commerce.Theirpreferencesforshoppingsocial networking,andalsotheirincreasedpresenceintheMetaverse,maybethefirstsignsofchangeintheuseofchannelsinglobalelectronic commerce.