1. Millennials Versus Gen Z: Online Shopping Behaviour in an Emerging Market

The purpose of this paper is to highlight behavioural differences in online shopping via technical devices used by Millennials (Gen Y) and Gen Z in an emerging market. The research was conducted on 1233 respondents from an emerging market using the survey method, in which the working tool was a face-to-face questionnaire administered by volunteers. The results reveal that both generations still prefer shopping in bricks-and-mortar stores to online shopping, while Gen Z mostly prefer shopping online with their smartphones. Gen Y shop online fairly frequently, and services are purchased exclusively online by Gen Z. The present paper contributes to the development of the literature on generational theory, helping retailers to develop offers through the proper targeting of Millennials and Gen Z, and to understand the ways in which good customer experience during the shopping process can be created for young people in an emerging market.