The researchers explored factors impacting efficiency of online purchase of Generation (Gen) Z consumers in Pathum Thani province of Thailand. The research’s population was the online Gen Z shoppers, attending a large private university in Pathum Thani province. The 312 survey respondents were collected using questionnaires. Most of the survey respondents were females at the age of 20. They mostly spent around 10,001 - 20,000 baht for their monthly expenses. The products that they purchased online were fashion, health/beauty/food, and household items respectively. The major problems from their online purchases were late delivery, wrong items from the product catalogs, and out-of-stock products. Most of them purchased online items from e-market place such as Lazada or Shopee and social networking sites such as Facebook, and online stores like JIB, BananaIT, or PizzaHut. This research utilized the descriptive statistics and multiple regression analysis. It is found that fulfillment, responsiveness, and hedonic value had positive influence towards efficiency of online shopping of Gen Z consumers in Pathum Thani province of Thailand.