Save
Financial Basics Foundation warns of e-commerce ‘gamification’ targeting Gen Z shoppers
Save
Financial Basics Foundation warns of e-commerce ‘gamification’ targeting Gen Z shoppers
The Financial Basics Foundation has raised concerns over the impact of increasingly sophisticated digital marketing tactics on young consumers during Financial Literacy Month, highlighting the need for stronger financial education to counter the influence of online retailers like Shein and Temu.
Financial Basics Foundation warns of e-commerce ‘gamification’ targeting Gen Z shoppers
The Financial Basics Foundation has raised concerns over the impact of increasingly sophisticated digital marketing tactics on young consumers during Financial Literacy Month, highlighting the need for stronger financial education to counter the influence of online retailers like Shein and Temu.
The not-for-profit organisation is urging schools, parents and young people to build awareness of how retailers use gamification, influencer marketing and hyper-personalised online experiences to encourage excessive spending among young Australians.
Katrina Samios, CEO of Financial Basics Foundation, said that financial literacy must evolve to address the modern pressures young people face online.
“Financial literacy isn’t just about saving, investing and interest rates,” Ms Samios said.
“It’s about being able to recognise value, making informed financial decisions and resisting the draw of manipulative marketing campaigns.”
“Retailers use sophisticated digital tactics to create a sense of urgency and drive impulse spending, often targeting young consumers who may not fully understand the long-term financial impact of their purchases.”
Recent data from Roy Morgan showed that Temu and Shein have more than 2 million monthly users in Australia, generating over $8 billion in annual sales. Gen Z consumers make up 15 per cent of Temu users and 23 per cent of Shein’s customer base.
These shoppers are drawn to discounts, social media recommendations and highly tailored suggestions, according to research by NIQ. Most users are repeat customers, with 40 per cent making four or more purchases in 12 months.
The foundation warned that e-commerce platforms are increasingly deploying gamified features—such as prize wheels, countdown deals and progress bars—to drive purchases. These features are designed to limit decision-making time and increase emotional responses, making it harder for young consumers to stick to budgets.
Social media platforms also play a key role in shaping shopping behaviour, with influencer-driven ‘hauls’ and trend-focused content encouraging fast fashion consumption and over-purchasing.
“E-commerce platforms are becoming increasingly sophisticated in how they lure young consumers, often using tactics that encourage impulse spending, making it easy to lose track of financial limits,” Ms Samios said.
To combat these challenges, the foundation is promoting its Financial Rules of Thumb—a free online resource designed to help young people understand marketing tactics, practice conscious spending, and build better financial habits.
“At Financial Basics Foundation we aim to empower young people with the life skills to think critically about marketing tactics and make informed spending choices,” Ms Samios said.
“By developing financial capability throughout their formative years, young people build strong financial habits that help set them up for a more secure financial future.”
The foundation’s resources are used in over 2,000 high schools across Australia, with more than 30,000 students engaging annually with its ESSI Money simulation game, which teaches core skills in earning, saving, and spending.
RELATED ARTICLES
Scams
ANZ warns Australians of scam risks following Ex-Tropical Cyclone Alfred
ANZ is urging customers and the broader community to remain vigilant against scammers impersonating trusted organisations in the wake of Ex-Tropical Cyclone Alfred. Read more
Scams
Navigating online money-making: Scams to avoid
In an era where the click of a button can lead to monetary gain, the internet has become a bustling marketplace for those looking to supplement their income. However, where there is opportunity, there ...Read more
Scams
Cyber criminals using interest rates as bait to trick customers
If you’ve ever found yourself on the receiving end of a suspicious phone call, e-mail or text message claiming to be from a major bank and demanding your details, you’re not alone – and experts are ...Read more
Scams
ATO cracks down on $850m GST fake business fraud
A nationwide crackdown on incidents of fraud involving the creation of fake businesses to scam GST refunds from the federal government has led to the Australian Taxation Office (ATO) firmly warning ...Read more
Scams
Crackdown sees more than half a billion scam calls blocked
Initiatives by telcos and the ACMA have also led to a 95 per cent reduction in reports of mobile porting fraud. Read more
Scams
Be wary when applying for a TFN or ABN, ATO warns
The tax office said that scams involving TFN and ABN applications are on the rise in the lead up to tax time. Read more
Scams
Westpac will now automatically block scam purchases
The bank said it would block suspect transactions from overseas online retailers that are considered high-risk of being a scam. Read more
Scams
ACCC issues warning after spike in money recovery scams
Aussies who have previously lost money to scams are at risk of being targeted again. Read more
Scams
ANZ warns Australians of scam risks following Ex-Tropical Cyclone Alfred
ANZ is urging customers and the broader community to remain vigilant against scammers impersonating trusted organisations in the wake of Ex-Tropical Cyclone Alfred. Read more
Scams
Navigating online money-making: Scams to avoid
In an era where the click of a button can lead to monetary gain, the internet has become a bustling marketplace for those looking to supplement their income. However, where there is opportunity, there ...Read more
Scams
Cyber criminals using interest rates as bait to trick customers
If you’ve ever found yourself on the receiving end of a suspicious phone call, e-mail or text message claiming to be from a major bank and demanding your details, you’re not alone – and experts are ...Read more
Scams
ATO cracks down on $850m GST fake business fraud
A nationwide crackdown on incidents of fraud involving the creation of fake businesses to scam GST refunds from the federal government has led to the Australian Taxation Office (ATO) firmly warning ...Read more
Scams
Crackdown sees more than half a billion scam calls blocked
Initiatives by telcos and the ACMA have also led to a 95 per cent reduction in reports of mobile porting fraud. Read more
Scams
Be wary when applying for a TFN or ABN, ATO warns
The tax office said that scams involving TFN and ABN applications are on the rise in the lead up to tax time. Read more
Scams
Westpac will now automatically block scam purchases
The bank said it would block suspect transactions from overseas online retailers that are considered high-risk of being a scam. Read more
Scams
ACCC issues warning after spike in money recovery scams
Aussies who have previously lost money to scams are at risk of being targeted again. Read more
More articles
OUR PLATFORMS AND BRANDS
- Accountants Daily
- Accounting Times
- Adviser Innovation
- Australian Aviation
- Broker Daily
- Cyber Daily
- Defence Connect
- Fintech Business
- HR Leader
- Independent Financial Adviser
- Investment Centre
- Investor Daily
- Lawyers Weekly
- Money Management
- Nestegg
- Property Buzz
- Real Estate Business
- Smart Property Investment
- SMSF Adviser
- Space Connect
- Super Review
- The Adviser
- Wellness Daily
- World of Aviation
EVENTS AND SUMMITS
- Accountants Daily 30 Under 30 Awards
- Adviser Innovation Summit
- Australian Accounting Awards
- Australian Aviation Awards
- Australian Broking Awards
- Australian Defence Industry Awards
- Australian Law Awards
- Australian Space Awards
- Australian Space Summit
- Better Business Summit & Awards
- Broker Daily Business Awards
- Corporate Counsel Summit & Awards
- Cyber Security Summit & Awards
- Defence Connect Budget Lunch
- Defence Connect DSR Summit
- Fund Manager of the Year Awards
- ifa Excellence Awards
- ifa Future Forum
- Investor Daily ESG Summit
- Lawyers Weekly 30 Under 30 Awards
- Lawyers Weekly Women in Law Forum
- New Broker Academy
- Partner of the Year Awards
- REB Awards
- Reinnovate
- SME Broker Bootcamp
- SMSF Adviser Technical Day
- Super Fund of the Year Awards
- Women in Finance Awards
- Women in Law Awards
- Accountants Daily Podcast Network
- Australian Aviation Podcast Network
- Broker Daily Podcast Network
- Defence Connect Podcast Network
- HR Leader Podcast Network
- REB Podcast Network
- Relative Return
- Space Connect Podcast
- The Adviser Podcast Network
- The ifa Show
- The Lawyers Weekly Show
- The Smart Property Investment Show
PODCASTS
LEARNING AND EDUCATION
MOMENTUM MARKETS NETWORK
LINKS
STAY CONNECTED
Make your nest egg grow. Register now for nestegg updates.