Gen Z is impatient with slow customer service, prefers social shopping – report

We’ve already been told by one recent survey that Gen Z-ers are reshaping fashion consumption and brand engagement “through a unique blend of pragmatism and purpose”. But another survey shows just how demanding they are when it comes to online services.

In fact, there’s a serious ‘Need for Speed’, as Gen Zers aren’t just impatient, they expect a response to a customer support question in a “shocking” 15 minutes. So forget 24-hour turnaround times, according to AI-powered helpdesk eDesk.

And just when you think they’re ready to buy, 34% of their questions pop up right before they hit ‘purchase’. Why? They’re trying to figure out surprise shipping costs, or they’ve just realised the item they want is sold out, the report says.

Also, clarity’s a big problem with 24% of all Gen Z complaints centring on a lack of clear information, especially when it comes to confusing sizing guides or vague shipping details.

Meanwhile, site surfing isn’t just about discovery anymore, as a Gen Z-er is three times more likely to buy something directly on a social app such as TikTok Shop or Instagram Checkout.

They also prefer mobile messaging and social apps over emails or phone calls with WhatsApp their top messaging app, with 39% even using it for customer support. Also, 89% of Gen Z is active on Instagram, “and don’t hesitate to reach out to brands there”.

A massive 82% of Gen Z is on TikTok, and they’re 1.2 times more likely than any other group to send a brand a direct message.

eDesk MD Gareth Cummings said: “These findings are a clear call to action for the e-commerce industry. Gen Z isn’t just another demographic; they are reshaping the rules of online retail. Their expectation for instant support and their native use of social platforms for both shopping and service are not trends — they are the new standard.

“Retailers who fail to provide a fast, transparent, and socially-integrated experiences risk becoming invisible to this generation of consumers.”