Gen Z is transforming online shopping by merging social media with instant purchasing. This tech-savvy generation, born between 1997 and 2012, prefers discovering, researching, and buying products directly through platforms like TikTok and Instagram. They prioritize speed, mobile-first experiences, and authentic interactions over traditional e-commerce methods.
Here’s what you need to know:
- Social media is their shopping hub: Platforms like TikTok, Instagram, and YouTube are where Gen Z finds and buys products.
- Video is key: Short-form content and live shopping events drive engagement and sales.
- Influencers hold power: 56% of Gen Z purchases are influenced by creators.
- Personalization matters: They expect tailored recommendations and fast, smooth checkouts.
- Cross-platform behavior: Gen Z often moves between apps before making a purchase.
For brands, connecting with Gen Z means rethinking strategies to match their habits. This includes leveraging social commerce features, creating mobile-friendly content, and understanding platform-specific trends. The payoff? Tapping into a generation whose spending power is expected to reach $12 trillion by 2030.
Struggling to engage Gen Z effectively? Let our team help you craft a winning social commerce strategy. Contact us today to get started.
Unlocking Gen Z: Shopping Habits, Social Media, and Brand Love | Marketing Matters
Challenges Brands Face Engaging Gen Z on Social Media
Connecting with Gen Z on social media isn’t as simple as hitting “post” and hoping for the best. This generation has grown up surrounded by marketing messages, which means they’ve developed a sharp eye for spotting inauthenticity. If a brand doesn’t align with their values or understand their habits, they’ll simply scroll past – or worse, call it out.
But the challenge goes beyond just making good content. Gen Z is constantly hopping between platforms, chasing trends that seem to change overnight, and expecting every interaction to feel tailored just for them. For brands that rely on traditional marketing strategies, this can feel like navigating a maze in the dark. To succeed, brands need to rethink how they connect with this audience.
Balancing Genuine Content and Marketing
Gen Z has a built-in radar for spotting ads. They’ve been exposed to advertising their entire lives, so anything that feels overly promotional or fake gets ignored – or criticized. This puts brands in a tricky spot: how do you promote products while keeping the tone relatable and authentic?
It’s even harder when brands try to jump on trends or use Gen Z slang. What feels natural coming from a 22-year-old influencer can feel awkward or forced when it’s coming from a corporate account. Gen Z values honesty and transparency far more than polished marketing campaigns, but many brands struggle to strike the right balance between being relatable and still driving sales.
On top of that, Gen Z expects brands to stand for something. They want to see real action on social and environmental issues – not just empty slogans or trendy hashtags. Brands that fail to back up their messaging with meaningful efforts often face backlash, and on social media, that backlash can spread like wildfire.
Managing Platform Fragmentation
If you think Gen Z has a favorite social media platform, think again. They’re everywhere – TikTok, Instagram, Snapchat, YouTube, and even on newer platforms that older audiences might not have heard of yet. Each platform has its own vibe, its own rules, and its own way of doing things.
The bigger challenge? Trends move at lightning speed. A TikTok dance or meme that’s viral today could be old news by next week. Brands have to stay on top of these shifts and adapt their content to fit each platform’s unique style and audience.
And forget about a one-size-fits-all approach. What works on TikTok might flop on Instagram Reels, even if the content seems similar. Gen Z expects brands to understand these nuances and create content that feels like it belongs on the platform they’re using. This takes time, effort, and a level of expertise that many brands struggle to maintain.
Then there’s the issue of algorithms. Each platform has its own rules for what content gets seen, and those rules are constantly changing. What boosts your reach on one platform could hurt you on another. Keeping up with these changes while managing multiple platforms is a constant juggling act.
High Expectations for Personalization
Gen Z doesn’t just want personalized experiences – they expect them. They want brands to know their preferences, remember their past interactions, and serve up content and recommendations that feel like they were made just for them.
But delivering this level of personalization isn’t easy, especially at scale. It’s not enough to treat Gen Z as a broad demographic. They want recommendations that match their unique style, content that resonates with their interests, and shopping experiences that adapt to their behavior.
Speed is also non-negotiable. Gen Z has grown up with instant gratification – whether it’s same-day delivery or apps that load in seconds. If they find a product on social media, they want to buy it immediately. Slow-loading pages or complicated checkout processes? That’s a dealbreaker.
And they expect this seamless experience across every device they use. They might discover a product on their phone, research it on their laptop, and buy it on their tablet. If the experience isn’t consistent across these touchpoints, they’ll move on to a competitor who can deliver.
For brands, meeting these expectations requires a significant investment in technology and infrastructure. From real-time personalization to fast-loading social commerce platforms, the technical demands can feel overwhelming. But without these capabilities, it’s tough to keep up with Gen Z’s high standards.
Struggling to connect with Gen Z on social media? Let us help. Our team specializes in crafting strategies that resonate with this generation’s values, habits, and expectations. Reach out today to learn how we can help you build meaningful connections that drive results.
Understanding Gen Z’s Social Commerce Behaviors
To understand why traditional shopping approaches often miss the mark with Gen Z, you need to look at how this generation shops. They’ve flipped the script on shopping habits, prioritizing mobile devices and social media over physical stores or even traditional e-commerce sites. For Gen Z, social media isn’t just a place to connect – it’s their go-to shopping destination. They’re not just scrolling for fun; they’re actively discovering, researching, and buying products, expecting the process to be as smooth as double-tapping a post. This shift has made mobile and video content central to their shopping experience.
Mobile-First and Video-Focused Shopping
For Gen Z, the phone is king. Whether they’re lounging in bed or waiting for a bus, their shopping happens on the go. This means every part of the buying process – from browsing to checkout – needs to be optimized for small screens.
Video content plays a massive role in how this generation discovers products. Platforms like TikTok have become the modern-day catalog, where a quick 30-second clip can demonstrate a skincare routine or showcase the latest must-have gadget. Instagram Reels and YouTube Shorts follow a similar pattern, offering snappy, visual content that grabs attention fast.
But it’s not just about flashy visuals. Gen Z wants to see products in action. They want to know how a pair of sneakers looks in motion, how a makeup shade works on different skin tones, or how a gadget performs in real-world scenarios. This is why live shopping events have taken off. Platforms like TikTok Live and Instagram Live let brands showcase products in real-time, answer audience questions on the spot, and create a sense of urgency that drives immediate purchases. The interactive nature of these events allows Gen Z to engage directly, ask questions, and get a closer look at products – all without leaving their favorite apps.
The Role of Influencers and User-Generated Content
For Gen Z, influencers aren’t just social media stars – they’re trusted advisors. This generation has grown up following creators who share everything from life hacks to product recommendations. When a favorite influencer says a product is worth it, Gen Z listens – and they buy.
The numbers tell the story: 56% of Gen Z made purchases influenced by influencers in 2023, up from 41% the year before. This trust is built on authenticity. Gen Z can easily spot a fake or forced partnership, so genuine endorsements carry significant weight.
Alongside influencers, user-generated content (UGC) plays a big role in their decision-making. Seeing real people share their experiences with a product adds another layer of trust. Social media has become a research tool for Gen Z, where they actively seek out reviews, demonstrations, and testimonials. 55% of Gen Z say social media advertising, including influencer content, impacts their choices, compared to just 32% of adults over 30.
What sets Gen Z apart is their willingness to engage. They don’t just passively watch or read – they comment, ask questions, and even direct message creators for more info. This two-way interaction builds confidence in their purchases and strengthens their connection to the brands they trust.
Spending Patterns and Cross-Channel Behavior
Gen Z’s comfort with social commerce is clear. Over half of Gen Z aged 18-29 (52%) have made a purchase directly through a social media platform, a nine-point jump from the previous year. And they’re not just buying small, impulsive items. When they find something they love – whether it’s a high-quality product or something that aligns with their values – they’re willing to spend.
Their shopping journey often spans multiple platforms. For example, they might discover a product on TikTok, dig deeper on Instagram, watch a review on YouTube, and finally make the purchase through a brand’s website or social commerce feature. They expect this cross-platform experience to be smooth and consistent. Anything less feels outdated to a generation accustomed to one-click purchases and next-day delivery.
What’s more, Gen Z’s shopping habits go beyond individual transactions. They’re looking for brands that align with their values and preferences, and when they find one, they’re likely to stick around. They’ll not only become loyal customers but also advocates, sharing their purchases and experiences on social media. This creates a ripple effect, as their peers see these posts and are influenced to check out the products themselves. For brands, this kind of organic marketing is gold – it’s authentic, effective, and directly tied to Gen Z’s behaviors.
If you want to connect with Gen Z, you need to meet them where they are: on their phones, in their social feeds, and in the moments they’re ready to engage. Tailoring strategies to their habits isn’t just smart – it’s essential for driving social commerce success.
Need help crafting a social commerce strategy that speaks to Gen Z? Let’s make it happen.
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Strategies to Drive Social Commerce Sales with Gen Z
If you want to capture Gen Z’s attention and boost social commerce sales, you need to meet them where they already are: their favorite apps. This mobile-first generation expects smooth, effortless shopping experiences. Here’s how you can deliver just that and turn engagement into sales.
Use Social Commerce Features
Gen Z loves the convenience of shopping directly within the apps they’re already using, and platforms like TikTok and Instagram are making it easier than ever.
Take TikTok Shop, for example. This feature allows users to discover, research, and buy products without ever leaving the app. Brands can set up storefronts, tag products in videos, and even host live shopping events. Imagine a user watching a makeup tutorial and being able to purchase the exact products shown within seconds – TikTok makes this a reality.
On Instagram, similar tools are available. Product tags in posts, stories, and reels let users tap to see prices and details, then complete their purchase using Instagram Checkout. Plus, Instagram and Facebook storefronts offer a curated shopping experience, showcasing products in visually engaging ways.
It’s also crucial to offer features like single-click checkout, saved payment methods, and instant order confirmations. Gen Z doesn’t have the patience for a clunky process – make it quick and easy, or risk losing them to abandoned carts.
Invest in Short-Form Video and Live Shopping
Short-form videos are the way to go if you want to grab Gen Z’s attention. Create content that highlights how your product fits into their lives – think styling tips for clothes, before-and-after beauty demos, or unboxing the latest gadgets.
The first few seconds of your video are critical. Start with something that hooks the viewer right away, whether it’s a surprising visual, a bold claim, or a relatable scenario. If you don’t capture their interest immediately, they’ll scroll right past.
Live shopping events are another powerful tool. These interactive sessions allow you to showcase products, answer questions in real-time, and offer exclusive deals. They’re not just about selling – they’re about building trust and creating a sense of community around your brand.
Personalization and Speed Optimization
For Gen Z, every detail of the shopping experience needs to be designed with mobile users in mind. That means fast-loading pages, easy navigation, and a seamless checkout process.
Speed matters. Even a slight delay can frustrate shoppers and derail a purchase. Make sure your mobile site is optimized for quick load times and that your checkout process is as smooth as possible.
Personalization is another must. Use browsing history, past purchases, and social media interactions to tailor recommendations. For example, if someone frequently engages with posts about sustainable fashion, highlight your eco-friendly products to make their shopping experience feel more relevant.
Fast shipping is the cherry on top. Offering same-day or next-day delivery can be the deciding factor for Gen Z shoppers who value instant gratification.
Emplicit‘s Role in Scaling Social Commerce
Executing these strategies across multiple platforms can be overwhelming, but that’s where Emplicit comes in. They specialize in helping brands deliver the kind of seamless, personalized experiences that Gen Z expects.
Emplicit offers comprehensive ecommerce services, managing everything from TikTok Shops to Amazon, Walmart, and Target. They focus on creating mobile-first campaigns with attention-grabbing PPC ads and optimized product listings that convert casual scrollers into buyers.
Behind the scenes, Emplicit handles inventory and account health management to ensure smooth operations. They also develop custom strategies tailored to Gen Z’s shopping habits, ensuring a consistent and engaging brand presence across all platforms. Whether a customer discovers your product on TikTok, researches it on Instagram, or buys it on your website, Emplicit ensures the experience is seamless and memorable.
Ready to take your social commerce strategy to the next level? Let Emplicit help you connect with Gen Z and drive real results.
Measuring Success in Social Commerce
Once you’ve rolled out your social commerce strategies, the next step is figuring out what’s working and what needs tweaking. For Gen Z, their shopping journey weaves through multiple touchpoints, making it both exciting and tricky to measure success.
Tracking Engagement and Conversion Metrics
Want to know if your content is hitting the mark? Start by looking at video completion rates on platforms like TikTok and Instagram Reels. High completion rates usually mean your audience is sticking around, which is a good sign your content resonates.
Another key metric is click-through rate (CTR) – how often people click from your social posts to your product pages. If CTR is low, it might be time to rethink your content or calls-to-action. Keep in mind that Gen Z interacts differently depending on the platform, so tracking these metrics by channel is essential.
Then there’s social conversion rates, which measure how many social media visitors actually make a purchase. These rates can be lower than traditional e-commerce figures since social platforms are more about discovery. But here’s the upside: social commerce often leads to higher average order values because users stumble upon products they didn’t even know they wanted.
For influencer campaigns, don’t just focus on direct sales. Look at cost per acquisition (CPA) and earned media value – things like shares, comments, and user-generated content can be just as valuable as a sale.
Lastly, pay attention to save and share rates on Instagram and TikTok. When Gen Z saves a product, it’s often a sign they’re thinking about buying it later. These early signals can help you understand the full journey from discovery to purchase.
Customer Journey Mapping
Engagement metrics are just the beginning. To really understand Gen Z’s shopping behavior, you need to map their entire journey – from the first time they see a product to when they finally hit “buy.” Spoiler alert: it’s rarely a straight line.
Gen Z might find a product on TikTok, research it on YouTube, check reviews on Reddit, and then buy it on your website or a marketplace like Amazon. Attribution modeling can help you figure out which platforms are driving results at different stages. Use tools like first-touch attribution to see where discovery happens and last-touch attribution to pinpoint what seals the deal.
Another key metric is time-to-purchase – how quickly someone buys after engaging with your content. Gen Z is known for making fast decisions, so tracking this can help you fine-tune your campaigns.
Also, don’t overlook cross-platform behavior. Users who interact with your brand on multiple channels are more likely to convert. Tools like UTM parameters and pixel tracking can help you connect the dots and see how different platforms work together.
Finally, keep an eye on micro-moments – when users save, share, or take screenshots of your products. These small actions often signal early purchase intent and can give you a heads-up on what’s working.
Platform Performance Comparison
Once you’ve got your metrics and customer journey insights, it’s time to compare how each platform is performing. Different platforms play different roles in Gen Z’s shopping process, so tailoring your approach is key.
Here’s a quick breakdown:
| Platform | Best For | Key Metrics to Track | Typical Performance Benchmarks |
|---|---|---|---|
| TikTok | Product discovery and viral content | Video completion, shares, saves | High engagement shows success |
| Visual storytelling and direct sales | Story views, product tag interactions | Consistent interactions signal intent | |
| Retargeting and broader outreach | Link clicks, catalog interactions | Focus on higher transaction value |
On TikTok, don’t stress about immediate conversions. Instead, focus on reach and engagement – a viral video can build brand awareness that eventually leads to sales.
Instagram, on the other hand, is all about visual engagement. Keep an eye on how users interact with product tags in posts and stories to gauge purchase interest.
For Facebook, it’s all about retargeting. Use it to re-engage users who’ve already shown interest, and you’ll often see higher-value transactions.
Finally, calculate your return on ad spend (ROAS) using an attribution window that matches Gen Z’s quick yet exploratory buying habits. And don’t forget to track customer lifetime value (CLV) – socially acquired customers often have unique patterns of engagement and repurchasing that can boost long-term profitability.
Need help navigating the complexities of social commerce? Let our team of experts guide you. Contact us today to refine your strategy and make the most of every platform.
Conclusion: Gen Z’s Social Commerce Potential
Gen Z isn’t just another consumer group – they’re actively reshaping how online commerce works. With their spending power expected to hit an eye-popping $12 trillion by 2030, brands that embrace social commerce today will be in a prime position to thrive in the future.
The numbers don’t lie. A staggering 97% of Gen Zers use social media for shopping inspiration, and nearly half (48%) plan to increase their social media purchases by 2025. This isn’t a passing trend – it’s a movement that’s gaining momentum.
What sets Gen Z apart is how naturally they weave social media into their shopping habits. Platforms like TikTok are their go-to for discovering new products, while YouTube and other video-based platforms serve as research hubs. They merge discovery, research, and purchase into one seamless experience.
But here’s the catch: Gen Z has very high standards. They value authenticity, transparency, and personalized experiences that feel genuine. Anything that comes across as forced or fake? It’s an instant turn-off, leading to disengagement and even a loss of trust. For brands, this means social commerce isn’t just about selling – it’s about building meaningful relationships and creating value at every interaction.
The brands winning with Gen Z are those that focus on mobile-friendly designs, use engaging video content, and understand the importance of tracking success across multiple touchpoints. It’s a complex landscape, but one that rewards those who get it right.
Need help navigating this fast-changing space? That’s where Emplicit comes in. With expertise in marketplace management and omnichannel marketing, Emplicit helps brands succeed on platforms like TikTok Shops, Amazon, and beyond. From PPC optimization to inventory management, having the right team can turn Gen Z’s potential into measurable growth.
Gen Z’s social commerce habits aren’t just shaping their generation – they’re setting the tone for everyone. The time to act is now. Strategic investment in these tailored approaches isn’t optional; it’s essential.
FAQs
What are the best ways for brands to use social commerce to connect with Gen Z shoppers?
To connect with Gen Z shoppers through social commerce, brands should zero in on platforms like TikTok and Instagram. These platforms make shopping easy and encourage those spur-of-the-moment purchases that Gen Z loves.
This generation craves genuine connections and interactive experiences, so content like short videos or live streams can work wonders for engagement and sales. Think of it as creating a space where entertainment meets shopping.
But it’s not just about the content format – it’s about the message, too. Gen Z connects deeply with brands that reflect their values, such as empowerment, inclusivity, and social justice. Highlighting these in your campaigns can build trust and loyalty. Add in features like in-app shopping tools, peer reviews, and influencer collaborations to seal the deal.
By aligning with their preferences and showing up where they spend their time, brands can create meaningful connections that translate into real results.
How do influencers and user-generated content impact Gen Z’s shopping habits?
Influencers hold a powerful sway over Gen Z’s shopping habits, largely because they bring a level of trust and relatability that traditional ads often miss. Platforms like TikTok and Instagram amplify this effect, as Gen Z actively follows creators whose opinions they genuinely respect and trust.
Another big player in shaping their buying decisions? User-generated content (UGC). Gen Z places high value on content created by their peers. Why? Because it feels real. It offers transparency and serves as social proof – making it easier for them to trust a product or brand.
When you combine the influence of creators with the authenticity of UGC, you get a winning formula for building connection and credibility. It’s no wonder these tools are driving engagement and boosting sales in the world of social commerce.
What challenges do brands face when trying to connect with Gen Z through authentic and personalized social media experiences?
Engaging Gen Z on social media isn’t exactly a walk in the park. They’re naturally skeptical of traditional advertising and have a sharp eye for anything that feels fake or forced. What they value most? Authenticity, transparency, and a sense of social responsibility. This means they want brands to see them as individuals and connect with them through content that feels personal and interactions that actually matter – not just cookie-cutter marketing campaigns.
If you want to win over Gen Z, you’ve got to go beyond surface-level efforts. Build real connections, collaborate with influencers who genuinely align with your brand, and support causes that genuinely reflect their values. But here’s the tricky part: it’s a fine line. Anything that comes across as insincere or performative? They’ll spot it in a heartbeat – and they won’t hesitate to call it out.