---
title: 'What APAC Merchants Need to Know: Gen Z, E-Commerce & Mobile Payments'
description: 'Discover how Gen Z is reshaping e-commerce in Asia through social commerce, mobile payments, and livestream shopping. Insights from Unlimit’s APAC expert.'
url: 'https://www.unlimit.com/blog/ecommerce/what-apac-merchants-need-to-know-gen-z-e-commerce-mobile-payments/'
image: 'https://cdn.unlimit.com/wp-content/uploads/2025/09/15203453/2025-07-What-APAC-Merchants-Need-to-Know.jpg'
language: en
published: '2025-10-07T06:00:28+00:00'
modified: '2025-10-14T16:21:51+00:00'
categories:
  - E-commerce
---

> The index of this site for AI agents is at https://www.unlimit.com/llms.txt

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

[Social commerce](https://www.unlimit.com/en-apac/blog/ecommerce/what-is-social-commerce-and-why-does-it-matter/) (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%](https://www.statista.com/statistics/1251145/social-commerce-share-worldwide/) 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.

**Risa Huang**, Head of Account Management, APAC at **Unlimit**, shares expert, on-the-ground insights in our latest guide 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.

[Get the Expert Insights](https://cdn.unlimit.com/wp-content/uploads/2025/09/15204646/How-Gen-Z-and-Millennials-Are-Shaping-Social-Commerce-in-Asia-2.pdf)

## Key Takeaways:

- [**85%**](https://www.pymnts.com/digital-payments/2024/85percent-of-gen-z-prefers-digital-payments-to-cash/#:~:text=Cash%20is%20losing%20its%20dominance,in%20a%20digital%2Dcentric%20market.) **of Gen Z prefer cashless transactions**, yet [69%](https://www.ey.com/en_us/insights/payments/how-gen-z-is-changing-the-payments-landscape) still choose debit cards, valuing transparency and control.
- [**64%**](https://www.deloitte.com/cn/en/about/press-room/deloitte-2024-gen-z-and-millennial-survey.html) **are willing to pay more for brands that align with their values**, showing that purpose matters as much as price.
- [**63%**](https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2024/06/navigating-the-future-of-seamless-commerce-in-asia-pacific.pdf) **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**](https://impact.com/research-reports/2024-southeast-asia-ecomm-influencer-marketing-report-infl-rrt-crb-ed-sea/) **by 2027**.
- **Digital wallets dominate in APAC**, accounting for [**74%**](https://www.statista.com/statistics/1298216/apac-share-of-digital-payments-by-country/) **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.

**Download the full guide** to access actionable insights from Unlimit’s expert, Risa Huang, and get ahead of the payment trends shaping tomorrow’s commerce landscape in Asia.

[Download](https://cdn.unlimit.com/wp-content/uploads/2025/09/15204646/How-Gen-Z-and-Millennials-Are-Shaping-Social-Commerce-in-Asia-2.pdf)

Ready to grow your business in Asia? Connect with Unlimit’s experts to explore the right strategies for entering new markets and engaging local Gen Z consumers.

[Get in touch](https://www.unlimit.com/contacts/)