Mapping Gen Z’s online shopping and e-commerce expectations: Regional insights from Kamrup Metro of Assam.

The rapid advancement of e-commerce has significantly reshaped global consumer behaviour, with Generation Z (Gen Z) emerging as a digitally empowered and influential demographic in the online shopping dynamics. Characterised by their technological fluency and demand for personalised, value-driven experiences, Gen Z shoppers are redefining the expectations placed upon e-commerce platforms (McKinsey & Company, 2021; Deloitte, 2022). This study explores the evolving expectations through a regional lens by focusing on the Gen Z population within the Kamrup Metropolitan District of Assam- an emerging urban centre in Northeast India. Utilising a mixed-methods approach and drawing on primary data collected from 55 survey respondents, this research investigates Gen Z’s priorities regarding data security, technological innovations, visual interface design, and ethical commerce practices. The analysis reveals that key trust-building features, such as encrypted payment gateways, trust badges, and transparent privacy policies, are crucial for fostering confidence in online transactions (Statista, 2023). Additionally, respondents emphasised the need for fast, mobile-optimised interfaces, virtual try-on options, and AR/AI-enabled personalisation to enhance the overall shopping experience (Vogue Business, 2024; Singh & Srivastava, 2021). The study also highlights Gen Z’s inclination for socially responsible and inclusive branding. Many participants advocated for platforms to integrate sustainability initiatives, promote user-generated content, and encourage community-driven engagement strategies. These preferences reflect a broader shift towards intention-driven consumption. The findings suggest that a strategic blend of technological sophistication, user-centric design, and ethical branding is essential for e-commerce platforms seeking to effectively engage Gen Z consumers in regional contexts like Kamrup Metro. The study concludes with practical recommendations that are provided to support platform developers, marketers, and retail strategists in aligning with Gen Z’s expectations and cultivating long-term consumer loyalty.