Gen Z No Longer Just 'Shopping' on E-commerce! Z-SOZOKEN (Gen Z Creativity Research Institute) Releases Third Insight Summary on Different Reasons for Support of #1 ZOZOTOWN (35%) and #2 Qoo10 (25%).
Fiom LLC's 'Z-SOZOKEN' has released its third insight summary for the e-commerce industry, based on a survey of 300 Gen Z individuals nationwide. ZOZOTOWN ranked first, followed by Qoo10 and Amazon, revealing a dichotomy in what Gen Z seeks from e-commerce platforms: 'optimized search infrastructure' and 'festival-like experiences linked to SNS.'
📋 Article Processing Timeline
- 📰 Published: March 31, 2026 at 22:00
- 🔍 Collected: April 1, 2026 at 13:39 (15h 39m after Published)
- 🤖 AI Analyzed: April 22, 2026 at 02:30 (492h 50m after Collected)
Tokyo, Japan – Fiom LLC (Headquarters: Shibuya-ku, Tokyo, Representative Partner: Yohei Takeshita), a creative company focused on Gen Z, operates 'Z-SOZOKEN (Gen Z Creativity Research Institute),' a think tank where Gen Z individuals analyze their own realities and values. Z-SOZOKEN has independently released its third insight summary, deeply examining trends in the e-commerce (online retail) industry sector, based on the latest survey report of the 'Brand Ranking with Exploding Image Among Gen Z' conducted among 300 Gen Z individuals (aged 18-24) nationwide across 19 categories including food, cosmetics, apparel, and entertainment.
In recent years, with the mainstream shift towards direct purchases from hashtag/video searches on platforms like Instagram and TikTok for online shopping, including apparel and cosmetics, marketing professionals in the e-commerce and retail industries are constantly racking their brains over 'how to stimulate Gen Z's purchasing desire and make them choose their own platform.'
However, promotions that merely superficially advertise 'a rich product lineup' or appeal with one-off discount coupons are often seen through by information-literate Gen Z, and there are many cases where they do not lead to deep brand trust or continuous purchasing behavior.
Against this backdrop, 'Z-SOZOKEN (Gen Z Creativity Research Institute),' a research institution specializing in Gen Z, has picked up the 'e-commerce industry' as the foundation of Gen Z's daily consumption behavior from the comprehensive ranking results across all 19 categories.
In what is often called the era dominated by Amazon, this analysis uniquely presents, from a novel perspective, the reality that what modern Gen Z seeks from e-commerce platforms has clearly dichotomized into 'search infrastructure optimized for oneself' and 'festival-like feeling linked to SNS (event experience),' along with their deeper psychological reasons.
Download the full survey report.
## Unraveling Unique Insights into 'Gen Z's E-commerce Brand Evaluation'
From the e-commerce industry section of this survey, it has become clear that Gen Z finds completely different values in each brand: 'personalized search experience' and 'consumption as entertainment.'
- ZOZOTOWN, the undisputed leader in personalized search, proudly takes first place (Image improved: 35%)
ZOZOTOWN was ranked first among brands whose image improved the most. It has firmly established its position as a fashion-specific search engine, evolving from a mere place to buy clothes into a platform where users can find 'the right answer that suits them' based on their bone structure and personal color.
- Qoo10, which turns consumption into entertainment, closely follows in second place (Image improved: 25%)
Qoo10 ranked second. Its quarterly 'Mega Discount' has transcended a mere sale to become a major event where people discuss 'what to buy' on social media, garnering support for the festive atmosphere of the consumption experience itself.
- Amazon, an overwhelming lifestyle infrastructure, ranks third (Image improved: 24%)
Amazon followed in third place, offering overwhelming speed of delivery, plus Prime...
In recent years, with the mainstream shift towards direct purchases from hashtag/video searches on platforms like Instagram and TikTok for online shopping, including apparel and cosmetics, marketing professionals in the e-commerce and retail industries are constantly racking their brains over 'how to stimulate Gen Z's purchasing desire and make them choose their own platform.'
However, promotions that merely superficially advertise 'a rich product lineup' or appeal with one-off discount coupons are often seen through by information-literate Gen Z, and there are many cases where they do not lead to deep brand trust or continuous purchasing behavior.
Against this backdrop, 'Z-SOZOKEN (Gen Z Creativity Research Institute),' a research institution specializing in Gen Z, has picked up the 'e-commerce industry' as the foundation of Gen Z's daily consumption behavior from the comprehensive ranking results across all 19 categories.
In what is often called the era dominated by Amazon, this analysis uniquely presents, from a novel perspective, the reality that what modern Gen Z seeks from e-commerce platforms has clearly dichotomized into 'search infrastructure optimized for oneself' and 'festival-like feeling linked to SNS (event experience),' along with their deeper psychological reasons.
Download the full survey report.
## Unraveling Unique Insights into 'Gen Z's E-commerce Brand Evaluation'
From the e-commerce industry section of this survey, it has become clear that Gen Z finds completely different values in each brand: 'personalized search experience' and 'consumption as entertainment.'
- ZOZOTOWN, the undisputed leader in personalized search, proudly takes first place (Image improved: 35%)
ZOZOTOWN was ranked first among brands whose image improved the most. It has firmly established its position as a fashion-specific search engine, evolving from a mere place to buy clothes into a platform where users can find 'the right answer that suits them' based on their bone structure and personal color.
- Qoo10, which turns consumption into entertainment, closely follows in second place (Image improved: 25%)
Qoo10 ranked second. Its quarterly 'Mega Discount' has transcended a mere sale to become a major event where people discuss 'what to buy' on social media, garnering support for the festive atmosphere of the consumption experience itself.
- Amazon, an overwhelming lifestyle infrastructure, ranks third (Image improved: 24%)
Amazon followed in third place, offering overwhelming speed of delivery, plus Prime...