The urgency of this research is underscored by the rapid ascent of e-commerce, driven by a convergence of factors such as market uncertainty and a societal shift towards digital lifestyles. The research aims to define the risk management methods employed by Generation Z in Ukraine, particularly in the online purchase of apparel and footwear in the era of ubiquitous uncertainty. Utilizing a structured survey to collect data from 634 online shoppers, the study employs SPSS for comprehensive data analysis. The research delves into various personal and environmental factors, such as gender, academic performance, and social activity levels, to discern their influence on consumers’ risk management approaches. Findings indicate significant disparities in risk management strategies, highlighting the importance of product testing, availability of warranties, refunds, and effective communication in mitigating risks associated with product quality, financial loss, and inadequate warranty services. The emphasis on ensuring proper legal documentation for sales agreements further underscores the critical nature of transparency and consumer protection in online transactions. In the sample, women rate all methods of managing the first three most threatening risks higher than men. However, the differences are statistically significant only for the risk of low quality for the following methods—choosing the most expensive purchase available and the ability to inspect the purchase or test it. These insights offer substantial implications for academia and industry alike, presenting a nuanced understanding of Generation Z’s risk management in online shopping for apparel and footwear. The study's findings are particularly relevant in the post-pandemic recovery phase and during wartime, providing valuable perspectives for improving consumer satisfaction and business practices.