The Insider Info on Gen Z Shopping Trends
TL;DR
A fun-sized summary of this article
The influence of social commerce has boomed exponentially - mostly thanks to Gen Z.
Despite our well-documented love for instant gratification, our items are spending more time in carts than at the register; with so much to buy, Gen Z takes our time considering a purchase.
Brands that want to succeed in the social marketplace have to be receptive to pivoting generational preferences there.
Malls are dead - or haven’t you heard? Window shopping has moved over to social feeds, particularly for those who scroll where they shop.
Social commerce is nothing new, but boy, is it exponentially becoming The Next Big Deal. In 2021, the social marketplace was worth $584.91 billion; fast forward to 2030, and it’ll hit $6.2 trillion. The catalyst?
Take a guess.
The stats
Gen Z are huge social media shoppers - which makes sense considering the massive quantity of time we spend there. Aside from crooked thumbs and damning screen time stats, this behavior is reflected in our purchasing habits; i.e., our favorite storefront is likely on Instagram.
97% of Gen Z use social media for shopping inspo
60% of Gen Z prefers to buy directly from brands rather than marketplaces like Amazon
68% of Gen Z shoppers use social media for product searches, and 22% of those searches lead to purchases - the highest converters among all generations
Over 40% of Gen Z prefer finding brands on TikTok/Instagram over Google.
The Myth of Impulse Buying
The digital landscape is shifting, and it's pivoting on our preferences. But what does that entail?
Well, we may have shorter attention spans (and crippling social media addictions), but contrary to popular belief, Gen Z isn’t as impulsive as you think. Sure, we love instant gratification, but our pockets can’t sustain that spontaneous “swipe to purchase” urge social media tries to farm in users. Digital fluency grants its privileges; our internal ad blockers and Wish-review weariness mean we take a more considered approach.
According to The Influencer Marketing Factory, 68% of Gen Zers read or watch at least three reviews before making a purchase. Social is our search engine, fact checker, and price comparison tool. The sustained behavior has cultivated the rise and influence of user-generated content (UGC) - hence why it’s now a prerequisite to any online purchase.
Action Steps for Brands
1. Put Yourself Out There: Don’t just stick to traditional platforms; place yourself in places that allow your brand to facilitate meaningful relationships with Gen Z consumers online.
2. Integrate And Optimize: Your social commerce platforms need to seamlessly integrate with your existing e-commerce setup to create a user experience consumers keep coming back to.
3. Stimulate Organic UGC: User-generated content is a must if you want to engage effectively with the social commerce space. Partnerships, incentives, and brand ambassadors—as is their content — are key to this.