Gen Alpha online shopping behavior - statistics & facts

With the much-studied Generation Z fully entering adulthood in 2025, the next cohort of young consumers is starting to develop behavioral patterns that could very well determine the future of e-commerce. Gen Alpha, or Generation Alpha, is the generation born between 2010 and 2025. As such, this generation includes everyone from infants to young adolescents. Whereas Gen Z’s online shopping behavior is already well-known to the FMCG, retail, and e-commerce industries, their young successors are still a largely unexplored cohort. However, the first research findings suggest that Gen Alpha is approaching e-commerce in innovative ways.
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Published by Statista Research Department, Dec 17, 2025

Key insights

  • E-commerce penetration rate in the U.S.
  • ****%
  • Average online spend on health and beauty per visit
  • *****USD

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