About this report
Smartphones play a central role in how Italian Gen Z discovers, evaluates and purchases products. Yet convenience is only part of the picture. Younger consumers also have distinct expectations around promotions, payment options and digital services. The Italian Gen Z Consumer Portrait Report 2026 explores these behaviors through online shopping, product preferences, retailer selection and ride-hailing usage.
The report combines two TGM Research studies: E-commerce Insights 2026 surveyed 882 respondents in December, including 163 aged 18–24. Ride Hailing Insights 2026 surveyed 1,001 respondents in November, including 164 aged 18–29.
For retailers, fashion and beauty brands, payment providers, mobility operators and marketing teams, the report provides a clearer view of Italian Gen Z’s digital consumption priorities. Supported by TGM Research’s consumer data, the findings can inform online retail strategies, promotional planning, payment experiences and service improvements aimed at younger customers.
What's inside
The smartphone as the main shopping device across age groups
Online shopping frequency, from a heavy core of frequent shoppers to a monthly majority
Delivery expectations: free shipping versus fast delivery
Preferred product categories, led by fashion and beauty
The role of digital products, groceries and life-stage categories
What matters most when choosing a store: reviews, sustainability and returns
Why a straight percentage discount beats free shipping, bundles and cashback
How promotion preferences differ across age groups
Preferred payment methods: credit card versus PayPal, and the limited role of Buy Now, Pay Later and e-wallets
Ride-hailing adoption among Italy’s first ride-hailing generation
Usage frequency, ride occasions and why young riders keep coming back
Why app quality outweighs price in ride-hailing app choices
How Italian Gen Z compares with Gen Z in five other countries
Common myths about Italian Gen Z and what the data actually shows
Practical opportunities for e-commerce, payment and ride-hailing brands
Italian Gen Z Consumer Portrait Report
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