Gen Z consumers are tech-savvy digital natives that feel more comfortable searching for products on social platforms like TikTok over traditional search engines like Google. Even when they’re shopping in-store, they employ technology to help them, browsing mobile phones and using self-checkout to make the shopping experience more seamless.

Here are five insights into how Gen Zers discover, research, and buy products, and what that means for brands and retailers who want to reach them via retail media.