How Younger Generations Are Shaping Online Shopping



The rise of online shopping has brought significant changes to consumer behaviour, particularly among younger generations. One of the most notable trends is the increasing frequency of returns. While some may see this as a challenge, it presents an opportunity to enhance the customer experience and streamline the returns process. By understanding the motivations and preferences of younger shoppers, fashion ecommerce brands can turn returns into a strategic advantage.

Understanding the Return Behaviours of Younger Generations

Gen Z: The Sustainability Advocates

Gen Z, aged 18-26, is deeply passionate about environmental issues. They make 21% of their purchases online and highly value sustainability. A significant 93% of Gen Z shoppers prefer brands that align with their sustainable values. However, they are also avid returners, with 51% indicating a strong inclination to send items back.

Gen Y: The Speed Seekers

Gen Y, aged 27-43, are the champions of online shopping, spending 23% of their retail budget online—more than any other generation. They value speed and convenience, with 82% preferring brands that match their sustainable values and 57% ready to switch retailers for faster shipping. Additionally, 44% of Gen Y shoppers embrace the return game, frequently sending items back.

The Importance of Embracing Returns

Returns are often viewed as a logistical challenge, but for ecommerce brands, they represent a crucial aspect of the customer experience. Younger generations expect flexibility and convenience in their shopping experiences, and a seamless return process can significantly impact customer satisfaction and loyalty.

Enhancing the Customer Experience

A smooth return process can enhance the overall shopping experience, turning a potentially negative interaction into a positive one. Brands that offer easy and free returns are more likely to retain customers and encourage repeat purchases. This is particularly important for Gen Z and Gen Y, who prioritize convenience and are willing to switch brands for a better experience.

Building Trust and Loyalty

By offering a hassle-free return policy, brands can build trust and loyalty among younger consumers. Transparent communication about the returns process and clear instructions can reduce anxiety and increase confidence in making purchases. This approach aligns with the values of Gen Z and Gen Y, who seek out brands that prioritize customer satisfaction.

Try with Mirra: Streamlining the Returns Process

Seamless Integration with Freight Management

Try with Mirra offers a free home try-on service that integrates seamlessly with major freight management systems such as Aus Post, Star Shippit, Shipping Easy, and ShipStation. This integration ensures a smooth and efficient returns process, benefiting both customers and brands.

Benefits for Customers

For customers, the Try with Mirra service provides a convenient and risk-free way to shop online. Customers can try items at home before committing to a purchase, reducing the likelihood of returns. If they do need to return items, the streamlined process makes it quick and easy, enhancing the overall shopping experience.

Benefits for Brands

For brands, Try with Mirra offers valuable insights into customer preferences and behaviour. By tracking which items are most frequently tried and returned, brands can make informed decisions about inventory and product offerings. Additionally, the seamless integration with freight management systems reduces administrative burden and ensures a quick turnaround for returns, improving operational efficiency.

Making Returns a Strategic Advantage

Proactive Communication

Brands should proactively communicate their return policies and the benefits of using services like Try with Mirra. Clear messaging on the website, including a dedicated “How It Works” page, can educate customers about the process and set expectations.

Leveraging Data Insights

By leveraging data from return patterns, brands can identify trends and adjust their strategies accordingly. Understanding why certain items are returned more frequently can lead to improvements in product design, sizing, and quality control.

Enhancing Marketing Strategies

Promoting a hassle-free return policy can be a key differentiator in marketing campaigns. Highlighting the convenience and flexibility of the returns process can attract younger shoppers who value these aspects.


Embracing the return wave among younger generations is essential for ecommerce fashion brands. By understanding their behaviours and preferences, and leveraging services like Try with Mirra, brands can turn returns into a strategic advantage. This approach not only enhances the customer experience but also drives loyalty and growth in an increasingly competitive market.

Statistics found via Australia Post 2024 Inside Australian Online Shopping – eCommerce Industry Report