Summer style surge: How Gen Z is fuelling online marketplace fashion sales

New eBay Advertising research suggests younger consumers will drive the season’s style spend – and ads will be pivotal in turning their browsing into buying.

Gen Z are set to dominate fashion shopping this summer, according to new research by eBay Advertising. More than three‑quarters (77 percent) of 18‑to-24‑year‑olds say they plan to shop for clothes or accessories this summer, compared with just over half (53 percent) of UK consumers overall.

Two‑thirds (66 percent) of Gen Z consumers surveyed already refresh their wardrobe at least monthly – versus 43% of the wider population – and nearly one in five of Gen Z (19 percent) shop every week, showing a high-frequency shopping pattern that fuels a substantial opportunity for brands and sellers.

Marketplaces in vogue

Crucially, Gen Z plans to do the bulk of their shopping on online marketplaces. The study finds marketplaces are the top choice for both Gen Z (38 percent) and Millennials (40 percent), ahead of high‑street stores, brand websites, department stores and social platforms. With 30% of Gen Z naming summer their favourite time to refresh their wardrobe, the season offers brands and sellers a runway moment to capture high‑intent shoppers in the places they already prefer to browse.

Value is still on trend – but quality is couture

Although Gen Z shop frequently, they remain discerning. Gen Z shoppers are cost-conscious, but not at the expense of quality. Nearly half (46 percent) prioritise affordability when shopping for fashion, while an equal share (46%) place just as much importance on high quality materials.

This balance extends into sustainability, with nearly six in ten (59 percent) Gen Z consumers either actively buying pre‑loved fashion (22 percent) or open to it (37 percent), driven in part by environmental concerns. For sellers listing second hand stock, quick wins include providing clearer product descriptions (25%) and sharper imagery (19 percent); shoppers want to understand the condition and details before buying, making transparency and attractiveness key to tapping the growing market.

From browsing to buying: How ads drive fashion sales

Advertising is central to conversion this summer, especially for younger shoppers. Four in ten (40 percent) UK consumers say online ads influence what they purchase, but that figure soars to 64 percent among Gen Z and 58 percent among Millennials. When it comes to fashion ads on marketplaces, Brits prioritise price and promotion (42 percent), product quality and description (32 percent) and seller trust (27 percent). These insights highlight key areas for sellers to focus their advertising strategies.

With eBay Advertising solutions like Promoted Listings and Promoted Offsite, sellers can align their campaigns with the moments that matter – and convert discovery into purchase.

Billy Mills, Senior Director of Enterprise Seller Development & Brands at eBay, commented: “Gen Z are leading the charge this summer, and online marketplaces are their shop floor of choice. By combining great deals with high‑quality, transparent listings, and placing ads where they’ll have the most impact, sellers have a real opportunity to convert inspiration into action.

eBay Advertising gives brands and sellers the data‑driven tools to stay visible at the moments that matter – and turn browsing into buying.”

Image courtesy of Unsplash. Photo credit: Engin Akyurt.