The streets of Kampala are changing. Where once young people crowded the arcades of downtown and the corridors of shopping malls, many are now tapping their phones to do their shopping. Uganda’s Generation Z,those born between 1997 and 2012, have become the new force in online shopping, changing how business happens in the country.
These young Ugandans have grown up with mobile phones in their hands and the internet as part of daily life. Unlike their parents who prefer touching products before buying, Gen Z finds it normal to press a button and wait for goods to arrive at their door.
From Mbarara to Mbale, young Ugandans are embracing online shopping at rates that surprise even the biggest shops. But what exactly are they buying, and why do they love shopping online so much?
This article looks deeply at what these young shoppers are buying, where they shop, how they pay, and what this means for Uganda’s business future.
Who are Uganda’s Gen Z Shoppers?
Generation Z makes up nearly 35% of Uganda’s population, with most being between 18 and 25 years old. Unlike older generations, these young Ugandans have grown up during the mobile internet era, making them comfortable with digital technology from an early age.
Most Gen Z online shoppers in Uganda are university students, young professionals in their first jobs, and budding entrepreneurs. About 70% live in urban areas mainly Kampala, Entebbe, Jinja, Mbarara, Arua, Mbale, and Gulu, where internet connections are stronger and delivery services more reliable.
Most of these young shoppers are well-educated, with over 80% having completed secondary school and many pursuing or having completed higher education. Their monthly spending power varies widely, from students spending 50,000 to 200,000 UGX monthly to young professionals spending between 300,000 to 1,000,000 UGX on online purchases.
What makes Uganda’s Gen Z special is their mix of global awareness and local values. They follow international trends on social media but adapt these trends to match Ugandan life. They are price-conscious but willing to spend more for quality and convenience, a balance that shapes their online shopping habits.
How Gen Z Shop Online in Uganda
Uganda’s Gen Z have created their own way of shopping online that fits with local conditions. Unlike in developed countries where most people use computers for online shopping, in Uganda, over 90% of Gen Z online shopping happens on mobile phones. This makes sense since smartphone ownership is high among young people, even when computer access is limited.
The typical Gen Z shopping journey starts on social media. A young person might see a product on their Instagram feed, research it through YouTube videos, check prices on different websites, ask friends on WhatsApp, and finally make the purchase through a mobile app or website.
Speed matters greatly to these shoppers. Data from major online retailers shows that Gen Z Ugandans spend an average of 15 minutes from starting a search to completing a purchase, significantly less than older generations who might take days to decide.
One interesting pattern is the time of shopping. Peak shopping hours for Gen Z are between 8 PM and midnight, with many purchases happening while young people are relaxing in their hostels, apartments, or family homes. The end of the month, after salary payments, sees the highest volume of orders.
For small purchases below 100,000 UGX, many Gen Z shoppers make quick decisions. For higher-value items like smartphones or laptops, they conduct thorough research, often taking 5-7 days before buying, and frequently consulting friends and online reviews.
Top Product Categories Driving Gen Z Online Purchases
The online shopping carts of Uganda’s Gen Z reveal much about their priorities and lifestyles. Fashion items lead the way, accounting for approximately 30% of all online purchases. This includes clothing, shoes, and accessories, with a strong preference for unique items that help young people stand out. Brands that blend global styles with African elements are particularly popular.
Electronics come second, making up about 25% of online purchases. Smartphones, earbuds, portable speakers, and computer accessories dominate this category. The latest models from brands like Infinix, Tecno, and Samsung are constantly in high demand, especially when offered with warranties and payment plans.
Beauty and personal care products account for about 15% of Gen Z online shopping. Skincare products, makeup, hair extensions, and grooming items are popular, with many young shoppers preferring international brands or local brands with good online presence.
Books and educational materials represent 10% of purchases, reflecting the large student population among Gen Z shoppers. Both physical textbooks and digital learning materials find a ready market.
Home décor items are growing in popularity, currently at 8% of purchases. As young professionals set up their first apartments, they shop online for affordable yet stylish items to personalize their spaces.
Food delivery, though still developing in Uganda, accounts for about 7% of Gen Z online spending, especially in Kampala where services like Glovo have expanded rapidly.
Technology gadgets beyond phones, including smart watches, fitness trackers, and wireless chargers, make up approximately 5% of purchases and are growing quickly as prices become more affordable.
What Influences Gen Z’s Buying Decisions Online?
Understanding what drives Gen Z’s purchasing decisions reveals much about this generation’s values and priorities. Price remains the top factor, with 85% of young shoppers citing affordability as their main concern. Uganda’s economic realities mean that even digital-savvy youth must be careful with their money.
Product authenticity ranks second in importance. Having experienced or heard about counterfeit products, Gen Z shoppers check seller ratings, read reviews, and prefer platforms with return policies. About 75% say they would pay slightly more to buy from trusted sellers with proven records of delivering genuine products.
Convenience strongly influences Gen Z shoppers, with 70% willing to pay extra for fast delivery. The ability to receive products within 24-48 hours in urban areas has driven the popularity of platforms that offer reliable delivery services.
Peer recommendations shape decisions significantly. Nearly 65% of Gen Z shoppers say they have purchased products because friends recommended them. This word-of-mouth happens both in person and through WhatsApp groups, where young people discuss and share links to good deals.
Influencer marketing affects purchasing especially for fashion, beauty, and technology products. About 60% of Gen Z have bought products after seeing Ugandan influencers use or recommend them on platforms like TikTok and Instagram.
Environmental and social considerations are emerging factors, with approximately 40% of young shoppers saying they consider a brand’s values before purchasing. While still secondary to price and quality, this awareness is growing, especially among university-educated Gen Z.
The unboxing experience matters to about 30% of Gen Z shoppers who appreciate thoughtful packaging, thank-you notes, and small free gifts. This creates positive feelings that encourage repeat purchases and social media sharing.
Where Gen Z Shops Online in Uganda
Social Media Platforms
Social media has transformed from just communication channels to vibrant marketplaces for Gen Z. Instagram leads with approximately 40% of social media-driven purchases. Young Ugandans follow fashion pages, designers, and influencers who showcase products through posts and stories. The visual nature of Instagram makes it ideal for fashion, beauty, and lifestyle products.
TikTok is rapidly growing as a shopping influence, with about 25% of Gen Z discovering products through short videos. The platform’s algorithm efficiently connects users with products matching their interests, making discovery feel natural rather than forced advertising.
Facebook remains relevant, especially for reaching Gen Z in smaller towns and rural areas. Facebook Marketplace and groups focused on specific products (like electronics or fashion) account for about 20% of social media shopping. Many small businesses use Facebook as their primary online presence.
WhatsApp has evolved beyond messaging to become a shopping platform, with about 15% of social commerce happening there. Sellers create business profiles, broadcast catalogs, and complete transactions entirely within the app. Young shoppers appreciate the direct communication with sellers and the ability to negotiate prices.
E-commerce Platforms and Marketplaces
Jumia remains the dominant marketplace, capturing about 40% of Gen Z’s marketplace spending. Its wide product range, payment options, and established delivery network make it the first stop for many young shoppers looking for electronics, fashion, and household items.
Market by MoMo, launched by MTN, has quickly gained popularity with approximately 20% market share among Gen Z. Its integration with Mobile Money makes transactions seamless for young users already comfortable with the payment system.
Kikuu has carved out about 15% of the market by focusing on extremely affordable products. Many students with limited budgets turn to Kikuu for basics and trend items at low prices.
Jiji attracts about 15% of Gen Z marketplace users, particularly those looking for secondhand electronics, furniture, and vehicles. The platform’s strength in used items appeals to budget-conscious youth starting their independent lives.
Global platforms like AliExpress, eBay, and Amazon capture approximately 10% of Gen Z marketplace spending. Despite longer delivery times, these sites offer unique products and prices that local retailers can’t match. Young shoppers typically use these platforms for items they can wait for, like phone accessories, certain fashion items, and small electronics.
Payment Preferences for Gen Z Shoppers
The payment methods chosen by Uganda’s Gen Z reflect both their tech-savvy nature and the realities of the local financial ecosystem. Mobile Money dominates as the preferred payment option, used by approximately 65% of young online shoppers. MTN Mobile Money and Airtel Money provide the convenience of making payments directly from phone balances without needing traditional bank accounts. The widespread agent network also makes it easy to deposit cash into the system.
Cash on Delivery (COD) remains important, used by about 20% of Gen Z shoppers. This option addresses trust issues by allowing customers to inspect products before paying. It remains particularly popular for first-time purchases from new platforms or for higher-value items like electronics.
Virtual cards have seen rapid adoption, now accounting for about 10% of payments. Services like Chipper Cash, Eversend, and the virtual cards offered by MTN and Airtel appeal to young people who want to shop on international websites that don’t accept local payment methods. The simplicity of creating these cards without extensive documentation makes them accessible to youth who may not qualify for traditional banking products.
Traditional bank cards (debit and credit) represent only about 5% of transactions, reflecting the lower banking penetration among younger Ugandans. However, this percentage is higher among working professionals in the upper age bracket of Gen Z.
A notable trend is the rise of “buy now, pay later” services, though still in early stages in Uganda. Platforms offering installment payments are gaining interest among young shoppers looking to make larger purchases like smartphones or laptops.
How Online Stores Can Win Over Uganda’s Gen Z
For businesses seeking to capture the growing Gen Z market in Uganda, understanding their unique preferences is important. Speed and efficiency throughout the shopping journey is crucial. Websites and apps must load quickly even on slower connections. About 70% of Gen Z shoppers abandon sites that take more than 5 seconds to load.
Mobile optimization is non-negotiable. Stores must ensure their platforms work perfectly on smartphones, as over 90% of Gen Z shopping happens on mobile devices. This includes streamlined checkout processes that don’t require extensive form-filling.
Transparent pricing builds trust with price-sensitive young shoppers. Hidden costs like unexpected delivery fees are the leading cause of abandoned carts, with approximately 65% of Gen Z saying they’ve abandoned purchases after discovering additional charges.
Visual content drives engagement. High-quality product images from multiple angles and short demonstration videos increase conversion rates by up to 40% according to local e-commerce data. Ugandan Gen Z prefer seeing products used in familiar settings they can relate to.
Flexible payment options are essential for capturing Gen Z customers. Stores offering Mobile Money, cash on delivery, and installment plans report 30% higher completion rates on purchases over 200,000 UGX.
Authentic engagement on social media helps brands connect with young customers. Businesses that respond to comments and direct messages within an hour see 25% higher engagement than those with slower response times.
Sustainability and ethical practices are becoming increasingly important. About 40% of urban Gen Z shoppers say they check a brand’s values before making significant purchases, and this trend is growing, particularly among university students and young professionals.
Future Trends: Predictions for Gen Z E-commerce
The next five years will likely bring significant shifts in how Uganda’s Gen Z shop online. Social commerce will continue growing, potentially capturing 60% of online shopping by 2027. TikTok may overtake Instagram as the leading social shopping platform as its algorithm becomes better at matching products to user interests.
Voice shopping, currently almost non-existent in Uganda, will likely grow as smartphone voice recognition improves for local accents and languages. Early adopters are already using voice search, suggesting potential for voice-activated purchasing.
Augmented reality try-before-you-buy features will become more common, especially for fashion and furniture. As smartphone technology advances, these features will work even on mid-range devices popular with Gen Z.
Subscription services for regular items like toiletries, beauty products, and digital content will grow from their current small base. The convenience of automatic delivery appeals to busy young professionals.
Secondhand and refurbished goods marketplaces will expand significantly as environmental awareness increases and economic pressures continue. The concept of “pre-loved” rather than “used” is gaining traction among status-conscious but budget-limited young shoppers.
Group buying, where friends combine orders to save on delivery costs or access bulk discounts, will likely become more formalized through dedicated platforms rather than the current informal WhatsApp coordination.
Cross-border e-commerce will grow as payment solutions improve and shipping becomes more reliable. More Gen Z shoppers will purchase directly from neighboring countries and beyond as barriers to international shopping continue to fall.
Conclusion
Uganda’s Gen Z are not just adapting to online shopping—they are reshaping it to fit Ugandan realities. Their shopping habits blend global digital trends with local economic conditions and cultural values. As they gain more spending power, their influence on Uganda’s retail landscape will only increase.
For businesses, understanding these young digital shoppers is no longer optional but essential for survival. The companies that will thrive are those that meet Gen Z where they are—on their phones, on social media, and with payment methods that make sense for young Ugandans.
The future of shopping in Uganda is being written right now, with each tap and swipe of Gen Z fingers. It’s a future that promises more convenience, more choices, and more opportunities for both shoppers and sellers. As internet penetration deepens and smartphone costs continue to fall, we can expect even more young Ugandans to join the online shopping revolution.
What began as a trickle has become a steady stream, and soon will be a flood that transforms commerce across Uganda. The question for businesses is no longer whether to engage with young online shoppers, but how quickly they can adapt to serve this growing digital generation.
References
- Uganda Communications Commission (UCC). (2024). Digital Market Trends Report: Quarter 4 2023. Kampala: UCC Publications.
- National Information Technology Authority Uganda (NITA-U). (2024). Uganda Digital Economy Report 2023-2024. Kampala: Government Press.
- Bank of Uganda. (2025). Mobile Money and Digital Payments Annual Report 2024. Kampala: BOU Publications.
- Jumia Uganda. (2024). E-Commerce in Uganda Annual Report. Retrieved from https://www.jumia.ug/market-reports/2024
- MTN Uganda. (2024). Mobile Commerce and Digital Payments Landscape. Kampala: MTN Business Solutions.
- Uganda Bureau of Statistics (UBOS). (2024). Youth Demographics and Economic Activity Survey. Kampala: Government Press.
- Digital Commerce East Africa (DCEA). (2024). Gen Z Consumer Behavior in East Africa. Nairobi: DCEA Research Division.
- Makerere University Business School. (2025). Digital Transformation and Youth Consumer Behavior in Uganda. Kampala: MUBS Research Series.
- Mastercard Foundation. (2024). Young Africa Works: Digital Economy Report Uganda. Toronto: Mastercard Foundation Publications.
- African Development Bank. (2024). East Africa Economic Outlook: Digital Economy Focus. Abidjan: AfDB Publications.
- PwC Uganda. (2024). Digital Consumer Survey: Uganda Focus. Kampala: PwC Publications.
- (2025). E-commerce in Uganda – Statistics & Facts. Retrieved from https://www.statista.com/outlook/emo/ecommerce/uganda
- Mobile Marketing Association of East Africa. (2024). Mobile Consumer Survey: Uganda. Nairobi: MMAEA Publications.
- CyberCare Uganda. (2024). Online Consumer Protection Report. Kampala: CyberCare Publications.
- Financial Sector Deepening Uganda (FSDU). (2025). Digital Financial Services Adoption Among Youth. Kampala: FSDU Publications.
- United Nations Conference on Trade and Development (UNCTAD). (2024). B2C E-commerce Index: East Africa Focus. Geneva: United Nations Publications.
- Uganda Retailers Association. (2024). Retail Sector Transformation Report. Kampala: URA Publications.
- The Innovation Village. (2025). Uganda Tech Ecosystem Report. Kampala: Innovation Village Publications.
- African Fintech Network. (2024). Digital Payment Solutions for Youth Markets in East Africa. Lagos: AFN Research.
