What APAC Merchants Need to Know: Gen Z, E-Commerce & Mobile Payments

Social commerce (s-commerce) is a leading trend in the world of commerce and digital marketplaces. Social commerce refers to the use of social media platforms for buying and selling products and services, thereby bridging the gap between social media and online shopping. In 2025, s-commerce sales are expected to account for 17.11% of all online sales. By integrating e-commerce capabilities directly into social platforms, users can discover and purchase products seamlessly while engaging with their favourite brands. In Asia, the future of digital commerce is already here, and it speaks to Gen Z. With their mobile-first habits, values-driven decision-making, and appetite for seamless shopping experiences, Gen Z consumers are rapidly reshaping how, where, and why people buy online.

In a recent Q&A, Risa Huang, Head of Account Management, APAC at Unlimit, shares expert, on-the-ground insights into how this generation is disrupting traditional e-commerce models, and what merchants must do to stay relevant in Asia’s fast-evolving retail landscape.

Key Takeaways:

• 85% of Gen Z prefer cashless transactions, yet 69% still choose debit cards, valuing transparency and control.
• 64% are willing to pay more for brands that align with their values, showing that purpose matters as much as price.
• 63% shop via social platforms, and 57% trust livestream shopping, marking a shift from search-based to experience-led commerce.
• Social commerce in Southeast Asia is projected to hit 125 billion USD by 2027.
• Digital wallets dominate in APAC, accounting for 74% of e-commerce transaction value in 2024, with localised preferences such as MoMo in Vietnam and Alipay in China.

As Gen Z’s influence continues to grow, merchants must adopt agile, omnichannel strategies and provide frictionless, emotionally resonant payment experiences. From livestream selling to buy-now-pay-later options and stablecoin transactions, future-focused businesses are already adapting.