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Diving certificate:
- Given the rise of mobile shopping, Gen Z shoppers are more likely to purchase their holiday gifts directly through social media platforms this year than other age groups. According to an EMarketer report based on research by Basis Technologies and GWI.
- While 42 percent of Generation Z shoppers said they are likely to purchase gifts through social media, only 26 percent of Millennials, 15 percent of Generation X and 6 percent of Baby Boomers said the same, according to a survey of 2,000 U.S. consumers.
- While 57% of respondents said they buy Christmas presents via Instagram, Facebook came in close behind with 56%, followed by TikTok (43%) and YouTube (38%).
Diving insight:
According to various studies, Generation Z has been purchasing items via social media for some time. A survey by Shopify and Gallup last year found that 48% of Generation Z shoppers had planned to buy some of her holiday items via social media platforms. In July, a survey by Walmart and Morning Consult found that 55% of Generation Z consumers have purchased items online while browsing social media in the last six months.
As Generation Z leads the way in social commerce, mobile shopping is increasing overall. Between January and July, consumers an increase of 10.2% compared to the previous year The increase in mobile purchases to $280.4 billion is according to a report by Adobe Analytics. Mobile sales accounted for almost half (47.7%) of all online sales.
EMarketer predicts that social commerce sales in the U.S. will total $82.82 billion this year, representing 6.6% of total e-commerce sales.
TikTok Shop wants to tap into the social commerce market debuted in the US last SeptemberThe eCommerce Hub allows businesses to create custom product collections on their profile pages and allows customers to manage their orders and view product recommendations on the Shop tab.
Meanwhile, Shopify and YouTube recently expanded their partnership as part of YouTube’s ongoing investment in social commerce.
