International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 4 (July-August 2025) Submit your research before last 3 days of August to publish your research paper in the issue of July-August.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 7 Issue 4
July-August 2025

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Mapping Gen Z’s online shopping and e-commerce expectations: Regional insights from Kamrup Metro of Assam.

Author(s) Ms. Anushmita Baruah, Dr. Abhinav Sarma
Country India
Abstract The rapid advancement of e-commerce has significantly reshaped global consumer behaviour, with Generation Z (Gen Z) emerging as a digitally empowered and influential demographic in the online shopping dynamics. Characterised by their technological fluency and demand for personalised, value-driven experiences, Gen Z shoppers are redefining the expectations placed upon e-commerce platforms (McKinsey & Company, 2021; Deloitte, 2022). This study explores the evolving expectations through a regional lens by focusing on the Gen Z population within the Kamrup Metropolitan District of Assam- an emerging urban centre in Northeast India.
Utilising a mixed-methods approach and drawing on primary data collected from 55 survey respondents, this research investigates Gen Z’s priorities regarding data security, technological innovations, visual interface design, and ethical commerce practices. The analysis reveals that key trust-building features, such as encrypted payment gateways, trust badges, and transparent privacy policies, are crucial for fostering confidence in online transactions (Statista, 2023). Additionally, respondents emphasised the need for fast, mobile-optimised interfaces, virtual try-on options, and AR/AI-enabled personalisation to enhance the overall shopping experience (Vogue Business, 2024; Singh & Srivastava, 2021).
The study also highlights Gen Z’s inclination for socially responsible and inclusive branding. Many participants advocated for platforms to integrate sustainability initiatives, promote user-generated content, and encourage community-driven engagement strategies. These preferences reflect a broader shift towards intention-driven consumption. The findings suggest that a strategic blend of technological sophistication, user-centric design, and ethical branding is essential for e-commerce platforms seeking to effectively engage Gen Z consumers in regional contexts like Kamrup Metro. The study concludes with practical recommendations that are provided to support platform developers, marketers, and retail strategists in aligning with Gen Z’s expectations and cultivating long-term consumer loyalty.
Keywords Keywords Gen Z, Online Shopping, E-commerce, Assam, Consumer Expectations, Digital Security, Personalisation, Sustainability
Field Business Administration
Published In Volume 7, Issue 3, May-June 2025
Published On 2025-06-28
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 7 Isu 3Cover Page Vol 7 Isu 2Cover Page Vol 7 Isu 1

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com