Gen Z more likely to buy holiday gifts via social media

Gen Z has been buying items via social media for some time now, according to various research. A Shopify and Gallup survey last year found that 48% of Gen Z shoppers had planned to purchase some of their holiday goods via social media platforms. In July, a survey from Walmart and Morning Consult found that 55% of Gen Z consumers have bought items online while browsing social media in the past six months.

As Gen Z leads the charge on social commerce, mobile shopping is on the rise overall. Between January and July, consumers drove a 10.2% jump year over year in shopping via mobile devices to $280.4 billion, an Adobe Analytics report found. Mobile sales made up nearly half (47.7%) of all online sales.

EMarketer forecasts that U.S. social commerce sales will total $82.82 billion this year, making up 6.6% of total e-commerce sales.

Seeking to tap into the social commerce market, TikTok Shop debuted in the U.S. last September. The e-commerce hub allows businesses to make customized product collections on their profile pages and let customers manage orders and see product recommendations within the Shop tab.

Meanwhile, Shopify and YouTube recently expanded their partnership as part of YouTube’s ongoing investment in social commerce.

Retail Dive