Gen Z Can Shop Anywhere — Your Inventory Accuracy Needs to Win Them Over
Born between the mid-to-late 1990s and early 2010s, Generation Z (Gen Z or Zoomers) is a diverse group, with the oldest now in their late 20s, entering adulthood and the workforce. They're the first true digital natives, growing up with smartphones, high-speed internet, and everything on-demand. Their habits, especially around shopping, are reshaping retail.
For Gen Z, shopping often begins and ends on a screen. They research products at home, toggle apps, check in-store availability and pricing, and decide quickly. If an item isn’t available when or where they want it, they don’t wait. A quick tap takes them elsewhere — and the opportunity is gone.
This behavior reflects a larger truth: Gen Z expects immediacy, accuracy and transparency. For retailers, that puts pressure on something once invisible to shoppers — in-store inventory — before they step inside.
Accuracy is the New Baseline
Gen Z shops the way they live: on-demand and driven by real-time data. They’re used to platforms showing how many items are left, where to find them, and how soon they’ll arrive. When something listed as “in stock” isn’t available, it doesn’t just disappoint — it undermines trust. In fact, 38 percent of Gen Z shoppers only give a brand or retailer a single second chance to provide a positive customer experience before switching to a competitor.
Unlike earlier generations, Gen Z doesn’t link convenience to proximity. Every store is accessible by phone; loyalty is based on availability, not geography. Clicks, not steps, measure convenience. For Gen Z, trust is fragile — and rarely earned twice. Inventory accuracy, once a behind-the-scenes metric, is now a brand differentiator.
The In-Store Blind Spot
Despite major progress in digital retail, many physical stores still lack full inventory visibility. Online listing and shelf stock don’t always match. That disconnect often comes from outdated systems or manual processes that can’t keep up.
However, Gen Z doesn’t separate online and offline experiences; they expect a seamless, connected journey. If an app says one thing and the store says another, it damages the brand’s credibility.
These expectations aren’t rare. According to the International Council of Shopping Centers, 23 percent of Gen Z shoppers check product availability before visiting a store. Additionally, 75 percent prefer “click-and-mortar” shopping, combining digital convenience with physical immediacy.
With Gen Z projected to account for nearly 20 percent of global spending by 2030, these behaviors are more than trends. They’re shaping the future of how retail operates.
Technology is Raising the Bar
To meet these rising expectations, retailers are turning to smarter tools. Autonomous shelf-scanning robots, real-time analytics, and artificial intelligence dashboards are replacing manual checks and spreadsheets. These systems reveal what’s missing, misplaced or low before a shopper notices.
The benefits go beyond preventing out-of-stocks. Accurate inventory supports better restocking, pricing, and promotions. It also frees up staff to help customers instead of checking shelves. Automation frees stores to shift from reacting to planning.
Execution is Everything
What separates one retailer from another isn’t just branding or deals, it’s follow-through. Gen Z notices when an item isn’t where the app says it will be. They value not having to double-check or ask for help. They want digital and in-person experiences to align — seamlessly.
That consistency builds trust. It keeps shoppers coming back and makes them more likely to recommend your store.
Visibility is the New Advantage
Inventory is no longer just operational, it’s part of the customer experience. For a generation valuing speed and precision, real-time visibility isn’t a future upgrade, it’s the new baseline. Retailers that meet this expectation won’t just win Gen Z’s business, they’ll earn their loyalty.
Gavin Donley is head of marketing at Brain Corp, an AI software platform for powering automated operations.
Gavin Donley is head of marketing at Brain Corp, the leading AI software platform for powering automated operations. He has over a decade of experience building impactful marketing strategies for innovative technology brands. Prior to joining Brain Corp, Gavin held multiple brand and product marketing roles at pioneering global technology firm, Qualcomm.
