The Generation Z and Millennials are radically transforming the way they research and purchase products. TikTok, Instagram, Facebook, and Twitch are not just social networks but platforms where people discover and buy products. This phenomenon, known as social commerce or social shopping, is beginning to overtake traditional e-commerce and presents new opportunities and challenges for brands.
Social shopping: A new sales ecosystem
As social networks integrate shopping features, the process of acquiring products has become more seamless and ubiquitous. According to a recent report titled The Rise of Social Shopping, prepared by Horizon Media, one in four people browse social media with the purpose of shopping. This study reveals that 80% of social shoppers make at least two purchases per month, and 73% plan to do so with the same frequency in the coming year.
This shopping behavior is not limited to Generation Z, who are more familiar with digital platforms. Millennials and Generation X are also quickly adopting these new consumption methods. Platforms like TikTok, Pinterest, Snapchat, and Instagram lead this shift, enabling brands to connect with consumers through personalized and dynamic experiences.
New ways to shop: From livestreams to augmented reality
The report highlights how live shopping and virtual shopping experiences are gaining traction as new ways to capture consumer attention.
Some 58% of Millennials have already made purchases through live streams, and 56% of Generation X are willing to try this experience. Similarly, augmented reality (AR) and virtual reality (VR) are changing the game, allowing users to interact with products in a more immersive way.
These new dimensions create an interactive environment and help brands reduce the marketing funnel, connecting with consumers in a space where the lines between commerce and entertainment are increasingly blurred.
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Gaming platforms like Twitch and Roblox exemplify this convergence, offering new opportunities for brands to reach younger audiences through interactive experiences.
Trusted brands: The challenge of security in social shopping
One of the biggest challenges facing social shopping is consumer trust. As social commerce grows, scammers are also lurking. The report reveals that one of the biggest obstacles to the widespread adoption of this type of shopping is mistrust in the security and authenticity of products.
This is where brands play a crucial role. Brand verification becomes indispensable for building trust and boosting sales. For consumers, knowing they are purchasing authentic products is essential, and brands that invest in promoting security and transparency will gain a significant competitive edge.
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The power of recommendations and community
Another key aspect of social shopping is its ability to create connections between consumers. Shoppers view these platforms as a way to support small businesses and foster a sense of community. Social shopping is not just about buying products; it’s also an opportunity to discover new brands through personalized recommendations and influencer endorsements.
Data from the report shows that 55% of the population uses social media for inspiration before making a purchase, with Generation Z being the most inclined to discover products they didn’t know they needed. This means influencers, trends, and seasonal campaigns play a crucial role in the shopping process, providing brands with a unique opportunity to generate impulse purchases.
The future of commerce: The blend of digital and social
The evolution of social commerce represents one of the most radical changes in consumer behavior since the adoption of e-commerce. For brands, this means quickly adapting to new buyer expectations. Networks like Instagram, Facebook, YouTube, and TikTok have already integrated shopping options into their user experiences, and marketers are beginning to see the benefits of these new dynamics.
The global social commerce market is projected to reach $6.2 trillion by 2030, according to Statista. However, this massive potential can only be tapped by brands capable of building authentic experiences, promoting shopping security, and leveraging social platforms to connect meaningfully with consumers.
Data on digital commerce and social shopping
- 1 in 4 people currently browse social networks with the purpose of shopping.
- 80% of social shoppers make at least two purchases per month.
- 73% of social shoppers plan to shop at least once a month next year.
- 75% of Generation Z, 76% of Millennials, and 61% of Generation X feel comfortable shopping on social media.
- 58% of Millennials have made purchases through live streams, and 56% of Generation X are willing to try.
- 48% of Millennials plan to shop through virtual reality again, and
- 40% of Generation X are open to this experience.
- Over 40% of products purchased on social platforms include categories such as clothing, beauty, electronics, and personal care.
- 72% of social shoppers believe they could replace part of their online shopping with social media purchases.
- 55% of users use social networks for inspiration before purchasing; this percentage rises to 60% for Generation Z.
- The global social commerce market is projected to be $6.2 trillion by 2030 (Statista).
- 12% of social shoppers believe shopping on platforms like TikTok makes social networks less fun, and 13% of non-social shoppers agree.
- 58% of Millennials have purchased via livestreams and would do so again.
- 48% of Millennials plan to repeat the AR or VR shopping experience.
- Over half of the products purchased through social media are from recognized brands.
