This paper analyses the consumer habits of Generation Z, which includes people born between 1995 and 2010. Generation Z is characterized by a deep attachment to technology and active use of social networks, which significantly affects their consumer habits. In a professional environment, this generation sets high standards by demanding flexibility, career development and a positive work culture. The research results show that 89.2% of members of Generation Z regularly shop online, with an emphasis on clothes and shoes (67.2%). The main reasons for online shopping are saving time (66.4%) and simplicity (45.7%), while price and variety of goods also play a significant role. The COVID-19 pandemic has stimulated the growth of online shopping, with social networks such as Instagram and Tik Tok and mobile apps being key tools in the decision-making process. Despite technical difficulties and privacy concerns, Generation Z appreciates the speed, accessibility and simplicity of online shopping, and influencer recommendations are not decisive in deciding. It is recommended to further improve technological solutions and expand the offer in order to keep this generation as customers.