As the first generation to grow up in a digital-first world, Gen Z (born between 1997-2012) is reshaping how businesses interact with customers. This generation is tech-savvy, independent, and research-driven, with different expectations when it comes to shopping—especially for auto parts and accessories. If dealerships want to succeed in the coming years, they need to understand how Gen Z prefers to shop and adapt their strategies accordingly.
Here are the top ways Gen Z is shopping for auto parts and why your dealership needs to embrace these changes.
1. Instant Access and Convenience: The Expectation for Seamless Shopping
Gen Z has never known a world without the internet, smartphones, and on-demand services. They expect instant access to products and services, and that includes shopping for auto parts. This generation doesn’t have time to wait in long lines at a dealership or make phone calls to check on availability. Instead, they want to be able to find OEM parts and accessories quickly, right from their phone or computer.
For dealerships, this means your online store needs to be easy to navigate, fast, and always available. Gen Z is used to getting what they want at the touch of a button. If they can’t find the part they’re looking for online, or if they experience any delays, they won’t hesitate to look elsewhere—likely at a competitor who offers the same part with a smoother, more convenient shopping experience.
With 63% of Gen Z preferring to shop online for auto parts, dealerships without an online presence are missing out on a huge opportunity. Offering real-time inventory updates and an easy-to-use website or eCommerce platform can help you capture their attention and meet their expectations for convenience.
2. Self-Sufficiency and Research-Oriented Behavior: A Generation That Does Its Homework
One thing that sets Gen Z apart from previous generations is their love for research. Gen Z shoppers are highly independent and prefer to make purchasing decisions on their own terms. They will consult product reviews, compare prices, and seek out the best deals before making a final decision.
In the auto parts industry, this trend is particularly noticeable. Instead of simply walking into a dealership or calling to ask about part availability, Gen Z shoppers are likely to shop around online, reading customer feedback, and checking multiple sources for the best price and fit for their vehicles. For parts departments, this means that your website or online store needs to offer not only detailed product descriptions but also customer reviews, fitment data, and price comparisons.
According to a McKinsey & Co. study, 78% of Gen Z wants detailed product information before making a purchase. They want to be certain that the part they’re buying is the right fit and the best deal, which means you must make this information readily available on your site. The easier you make it for them to find this data, the more likely they are to buy from you instead of a competitor.
3. Integration with Social Media and Marketplaces: Shopping Where They Spend Time
In addition to being research-driven, Gen Z is heavily influenced by social media and online marketplaces when making purchasing decisions. More than just a place for socializing, platforms like Instagram, Facebook, and TikTok have become popular spots for product discovery and shopping. In fact, 35% of Gen Z have made purchases through social media platforms, and they expect brands to meet them where they are.
Dealerships that don’t have a presence on these platforms risk missing out on these valuable sales opportunities. Social media isn’t just about promoting products—it’s also about engaging with customers, showing off product features, and providing a direct link to purchase. For example, showcasing OEM parts or vehicle accessories through Instagram or TikTok can help boost visibility and drive sales, especially when paired with user-generated content or customer reviews.
Equally important is being present on online marketplaces like eBay and Amazon. Gen Z often starts their product search on these platforms, and if you’re not there, you’re missing out on a huge chunk of potential customers. Ensuring your parts are listed on these sites will increase your exposure and make it easier for Gen Z to find and purchase your products.
KEY TAKEAWAY: Gen Z Demands Instant Access and Convenient Online Shopping
As Gen Z continues to drive the auto parts market, dealerships must adapt to their shopping habits. This generation expects instant access to parts online, prefers to do their own research, and often shops through social media and online marketplaces. To capture these sales, dealerships must embrace digital platforms, optimize their online presence, and offer a seamless, convenient shopping experience.
The future is clear: eCommerce is key to engaging with Gen Z shoppers. If your dealership is not offering parts and accessories through digital channels, you’re missing out on a growing market segment. Meeting Gen Z where they already spend their time is no longer optional—it’s essential for staying competitive in today’s rapidly evolving automotive industry.
