In 2025, Gen Z emerged as the most influential consumer segment in global e-commerce—and nowhere was this more evident than in Latin America. With over 150 million Gen Z consumers across the region, their mobile-first, social-first habits are redefining how brands engage, convert, and retain customers. This generation doesn’t just shop online—they live online. Their expectations for speed, authenticity, and seamless experiences are setting new standards for global merchants. 

Latin America’s digital landscape is uniquely suited to Gen Z’s preferences. The region boasts over 80% smartphone penetration and some of the highest social media engagement rates in the world. Platforms like TikTok, Instagram, and WhatsApp are not just communication tools—they’re discovery engines, shopping channels, and trust-building platforms. For merchants, adapting to Gen Z means rethinking everything from UX design to payment flows to influencer strategy. 

To succeed in this evolving landscape, global brands must meet Gen Z where they are: on mobile, on social, and with payment experiences that feel native. Here’s how Gen Z is reshaping e-commerce—and how PagSeguro is helping merchants keep up. 

Mobile-first habits and social discovery 

Gen Z’s shopping journey starts—and often ends—on their smartphones. In Latin America, over 70% of e-commerce traffic now comes from mobile devices, and Gen Z leads this trend. They expect fast, intuitive mobile experiences that mirror the ease of social media interactions. Slow load times, clunky checkouts, or non-optimized pages are instant deal-breakers. 

Discovery is deeply social. TikTok, Instagram, and WhatsApp are the new storefronts, where Gen Z browses, shares, and buys. TikTok alone saw a 45% increase in LATAM-based product discovery in 2025, with short-form videos driving impulse purchases and brand awareness. Instagram’s shopping features and WhatsApp’s business integrations have made it easier than ever for users to move from conversation to conversion. 

For merchants, this means designing mobile-first experiences that integrate seamlessly with social platforms. It’s not enough to be present—brands must be optimized for the way Gen Z shops: fast, visual, and frictionless.

Trust through creators 

Gen Z doesn’t trust traditional advertising. Instead, they look to creators—micro and macro influencers who reflect their values and lifestyles. In Latin America, 60% of Gen Z consumers say they’re more likely to buy from a brand recommended by an influencer than one they see in a paid ad. Authenticity is key: scripted content and polished campaigns often fall flat. 

Local influencers play a critical role in building credibility. Whether it’s a fashion creator in São Paulo or a tech reviewer in Mexico City, these voices help brands connect with Gen Z on a personal level. Merchants who invest in long-term influencer partnerships see stronger engagement, higher conversion rates, and deeper brand loyalty. 

PagSeguro supports merchants in identifying and activating local influencer networks, helping brands build trust through content that feels native, relevant, and real. In a market where authenticity drives action, creators are the new currency. 

How to leverage the new online consumer behavior 

To meet Gen Z’s expectations, merchants must rethink their digital infrastructure. PagSeguro offers mobile-optimized checkout experiences designed for speed and simplicity. These checkouts are built to reduce friction, with intuitive design and fast load times that align with Gen Z’s mobile habits. 

Local payment methods are essential. Pix in Brazil, SPEI in Mexico, and PSE in Colombia are not just popular—they’re expected. In 2025, Pix accounted for over 70% of ecommerce payments in Brazil, and merchants who offered it saw conversion rates up to 60% higher than those who didn’t. PagSeguro integrates these methods natively, ensuring seamless transactions that feel familiar to Gen Z shoppers. 

Social commerce compatibility is another key differentiator. PagSeguro enables merchants to embed payment flows directly into platforms like Instagram and WhatsApp, allowing users to complete purchases without leaving the app. This frictionless experience is critical for Gen Z, who value speed and convenience above all. 

Winning Gen Z in Latin America: A Strategic Checklist 

To succeed with Gen Z in Latin America, global merchants should: 

• Streamline mobile UX with fast, intuitive design that mirrors social media behavior. 

• Offer local payment options like Pix, SPEI, and PSE to boost conversion and trust. 

• Build influencer partnerships with creators who resonate with Gen Z values and lifestyles. 

Gen Z is shaping the future of ecommerce. They’re mobile-native, socially driven, and authenticity-obsessed. Merchants who adapt to these behaviors will not only capture attention—they’ll earn loyalty. With PagSeguro, global brands can localize their strategy, simplify payments, and connect with Gen Z in ways that drive real results. 

PagSeguro helps global merchants deliver mobile-first, social-native experiences with local payment integration and influencer support. 

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