Gen Zs ‘prefer’ quick-commerce apps to kirana stores for groceries:Youth too lazy to look for cashbacks, rewards while spending money, claims report

On the occasion of International Youth Day, fintech startup Kiwi has released new data showing how India’s Gen Z is managing money differently from older generations. The report reveals that younger consumers value convenience and flexibility far more than cashback and rewards when making credit and spending choices. According to Kiwi, India’s fastest-growing Credit-on-UPI platform, Gen Z is shifting away from traditional spending habits. Instead of focusing on getting cashback from multiple credit cards, they prefer platforms that make payments quick and simple. Quick commerce over traditional stores The report analyzed internal data from June to July 2026, looking at the habits of 25,000 users. One of the most striking findings is how Gen Z buys groceries. The data shows that Gen Z customers spend three times more on quick commerce platforms than on traditional physical retailers like D-Mart. In fact, quick commerce makes up 2.6% of Gen Z’s wallet share, while D-Mart accounts for only 0.85%. This is a major contrast to shoppers aged 30 and older, who still prefer to buy their groceries at physical retail stores and local neighborhood shops. Rent, education, and large credit purchases Gen Z is also using credit to cover major essential costs. The data shows they spend about 20% more on rent and education payments using credit compared to older generations. When it comes to shopping, younger consumers do not use their credit cards for every small purchase. Instead, they use credit selectively for bigger-ticket items. When they do use credit, they show high engagement. Kiwi reported that Gen Z users have a 10% higher “share of wallet” on the platform compared to millennials, showing that they prefer a payment method that combines the ease of UPI with access to credit. A Different approach to debt Even when borrowing money, Gen Z behaves differently from older shoppers. While fewer Gen Z consumers choose to pay through Equated Monthly Installments (EMIs), those who do opt for EMIs use them for expensive items and choose longer repayment times. Although longer repayment periods can carry interest charges that make the overall cost higher, Gen Z is willing to pay this extra cost. For them, keeping their monthly payments low and manageable is more important than avoiding interest. Siddharth Mehta, Co-Founder and COO of Kiwi, explained this shift: “Gen Z is not necessarily using credit more frequently; they are using it differently.” He added that convenience is the main driver behind their decisions, whether they are ordering quick groceries or choosing how to finance large purchases. “The focus is increasingly on ease and flexibility rather than simply maximising rewards,” Mehta said. What is Kiwi? Kiwi, operated by Gokiwi Tech Pvt. Ltd., is a fintech company focused on building Credit-on-UPI products for Indian consumers. The company helps users access credit through its partnerships with banks to offer RuPay credit cards and credit line products. Within its first two years, Kiwi has issued more than 2 lakh RuPay credit cards, making it a rapidly growing player in India’s financial technology space