55% of Gen Z have made an online purchase while browsing social media

By: Trademagazin editor Date: 2024. 08. 02. 09:52

A new survey from Walmart and Morning Consult indicates that social media is becoming a key platform for product discovery.

Indicating the importance of social commerce, more than half (55%) of Gen Z shoppers have bought items online while browsing social media in the last six months, a new survey of 2,233 U.S. adults by Walmart and Morning Consult found. By contrast, only 38% of shoppers overall did the same.

While 44% of Gen Z shoppers begin their shopping journey via online searches, roughly four in ten start their shopping browsing in stores (42%), visiting retailers’ mobile apps or websites (40%) and checking social media (38%), the survey found.

About half (49%) of survey respondents said they would buy more clothes if they could access “great virtual try-on” tools, per the survey

Walmart’s report centers around understanding the Adaptive Retail era, which it defines as a “form of retail that brings shopping to the customer in exactly the way they want and need,” per a company statement. To delve into the subject, the retailer commissioned Morning Consult to conduct its first survey on the subject and indicated it will revisit the topic annually.

Grocery Dive