About this report
Digital convenience is becoming an everyday expectation for German Gen Z, influencing how they shop, pay, travel and move around their cities. The German Gen Z Consumer Portrait Report 2026 takes a closer look at these habits, covering online shopping frequency, preferred categories, promotions and payment methods. Beyond retail, it examines ride-hailing usage and service expectations, as well as how younger Germans discover destinations, organise trips and choose travel experiences.
The analysis combines findings from three TGM Research studies: E-commerce Insights 2026 (December 2025; 967 respondents, including 123 aged 18–24), Ride Hailing Insights 2026 (November 2025; 1,000 respondents, including 190 aged 18–29) and Travel Insights 2025 (February 2025; 1,000 respondents, including 88 aged 18–24).
The report is intended for e-commerce businesses, payment providers, mobility platforms, tourism companies and consumer research professionals seeking to understand younger consumers in Germany. By bringing together evidence from TGM Research’s consumer studies, it helps businesses assess changing expectations around digital services, convenience, safety and experiences, supporting more relevant product, marketing and customer engagement strategies.
What's inside
Shopping frequency and the shift to smartphone
Top product categories, including groceries and personal care
What matters most when choosing where to shop online
The promotions that appeal most, from discounts to bundles and gifts
Why free shipping offers fade with younger shoppers
Preferred payment methods, the leading role of PayPal, and the rise of Buy Now, Pay Later
Ride-hailing adoption and usage frequency
Ride occasions, including the daily commute
Why safety outweighs comfort in app choice
The role of social media in discovering new destinations
Why travel brand websites still matter for younger travellers
How travel inspiration sources shift across age groups
Summer flight plans and destinations
Booking habits and lodging preferences
Trip types and holiday activities
How German Gen Z differs from French Gen Z
Common myths about German Gen Z and what the data actually shows
Practical opportunities for e-commerce, ride-hailing and travel brands
German Gen Z Consumer Portrait Report
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