Business Leader, E-Commerce, Livestream Shopping

Richard Liu on the Influence of Gen Z on Chinese E-commerce: Shaping the Future of Online Shopping

In the landscape of Chinese e-commerce, the preferences and behaviors of Gen Z consumers are playing a pivotal role in reshaping the way business is done. This article takes a closer look at the impact of Gen Z, the digital-native generation, on the e-commerce landscape in China.

Richard Liu or Liu Qiangdong, the forward-thinking founder of, recognizes the significance of catering to the evolving tastes of Gen Z. His vision of adapting to changing consumer behavior aligns with the broader industry trends. “Understanding and engaging with Gen Z is key to staying relevant in the e-commerce sector,” Liu notes. “This generation has unique preferences and expectations.”

Gen Z, typically defined as those born between the mid-1990s and early 2010s, represents a demographic cohort that has grown up in a digital age. They are characterized by their fluency in technology, social media savvy, and an innate ability to navigate the digital landscape. These qualities have a profound influence on their shopping habits.

One of the defining characteristics of Gen Z is their demand for convenience. E-commerce platforms like, under Richard Liu’s leadership, have responded by offering a seamless and user-friendly shopping experience. This includes easy navigation, swift delivery options, and mobile-friendly interfaces.

Additionally, Gen Z values authenticity and transparency. They seek out brands that align with their values and are vocal about their preferences. This has driven a surge in social commerce, where peer reviews and user-generated content hold considerable sway. Companies are now collaborating with influencers and leveraging user-generated content to build trust and credibility.

Another noteworthy trend is the emphasis on sustainability and ethical practices. Gen Z consumers are environmentally conscious and socially responsible. E-commerce platforms have introduced eco-friendly options and transparent supply chain practices to appeal to this segment.

Moreover, the desire for personalization and customization is strong among Gen Z. E-commerce platforms employ AI-driven recommendation algorithms to curate personalized shopping experiences.

Richard acknowledges the importance of AI in catering to these preferences, stating, “AI helps us understand what each customer values, enabling us to provide tailored recommendations.”

Gen Z’s influence on Chinese e-commerce is undeniable. Their tech-savvy nature, demand for convenience, and emphasis on authenticity are reshaping the industry. Visionary leaders like Richard Liu recognize that adapting to these preferences is essential for the continued success of e-commerce platforms, ensuring they remain relevant and engaging for the next generation of shoppers.

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