igeneration— Social commerce

Ladies and gentlemen, meet Gen Z…Conquerers of the world!

I recently asked my son what he wanted to be when he grew up. Expecting to hear the words “doctor,” “engineer” or “behavioral scientist,” he quickly dashed those hopes. “YouTuber, mom,” he said. “I want to be a YouTuber.” I was a bit taken aback. I had no idea that was even a thing. I’m sure some of you are thinking, “What’s wrong with that? He’s just being creative.” But as a parent, I can’t help but worry. The idea of my son sitting in front of a camera and talking to strangers all day doesn’t sit well with me.


Zers must be the first generation to be engaged and accessible nearly 24 hours a day. They can’t remember a time when they couldn’t purchase takeout online, send WhatsApp messages to a friend, or FaceTime their family. Generation Z is the most diverse, connected, and technologically proficient generation in history. They are also the most entrepreneurial, with one out of every five expressing a desire to start their own business. So, how can marketers reach out to this influential demographic?

Generation Z has made a name for themselves in the corporate world by exhibiting new levels of digital proficiency, dedication, and determination to succeed. As more Generation Zers enter the workforce, it will be critical for business leaders to understand the work and benefits that companies must provide in order to attract and retain them. Young employees of the next generation are always vital to hire for your company since they provide new perspectives and insights, as well as significant talents.

The majority (97%) of Gen Z consumers say social media is their primary source of purchasing inspiration; 65% say they use social media to find enjoyable material, and 61% say they want to watch more video content. Brands that wish to attract the attention of this demographic must prioritize honest, organic content above the highly polished output that they have become accustomed to generating for millennials.

Instagram, TikTok, and Pinterest are examples of social commerce platforms for Generation Z. In fact, the TikTok hashtag #tiktokmademebuyit has over 2.3 billion views, while #amazonfinds has over 6.7 billion views. According to one Gen Z survey, approximately 30% of this generation values a simple checkout procedure when making a purchase. Brands must consider creating a more seamless experience — from discovery to checkout — by eliminating distractions and avoiding diverting users away from the page. It is critical to design tactics that prioritize allowing customers to travel through the funnel as smoothly as feasible.

None of this means that promoted material should be ignored — more than a third of Gen Z follow brands they enjoy, and roughly one-quarter follow those they’re considering purchasing from. The one thing they will never be is unquestionably loyal — “22% more likely to claim they’ve quit following a business online in the last month,” according to the study. To keep Gen Z’s attention, marketers must always prioritize honest, high-quality, and unique content tactics. This is commonly referred to as an “infotainment” strategy — a carefully adjusted balance of educational output that suits Gen Z’s egalitarian, ecologically sensitive attitude while also providing the enjoyable escapism that first drew them to social media.

In many ways, this generation is exceptional. For starters, they are the first generation of true digital natives. They can’t recall a period when the internet didn’t exist or when individuals didn’t have cell phones. They also represent an extremely varied generation. They are history’s most racially and ethnically diversified generation. This generation is also extremely linked. They are constantly linked to the internet and to one another via social media. This has increased their awareness of the world around them and provided them with a platform to express their thoughts and ideas with the rest of the globe. This generation is similarly ambitious & patient. They are constantly on the lookout for new methods to better their lives and make a difference in the world.

By 2025, the worldwide social commerce market is expected to reach a stunning $1.2 trillion, growing three times as quickly as traditional eCommerce. Gen Z and millennial consumers will account for 62% of this market’s spending. Social media is used throughout the full purchasing process, from product discovery to payment, according to social commerce. If you run a small business, this is fantastic news for you because 59% of social shoppers say they are more likely to support SME businesses by social shopping, and 63% say they will make repeat purchases.

Gen Zers make up more than 2.56 billion consumers worldwide and have an estimated $143 billion in combined spending power, making them a highly valuable market to tap into. And there’s no need to wait for Gen Z to mature; according to 70% of younger Gen Zers, they already have a say in the furniture, food, and home goods purchases made by their family. If you own an eCommerce business, you should immediately consider how to target these tech-savvy customers.

“Life may knock you down left, right, and center,” goes the saying. However, this generation Z does not permit themselves to feel that. Instead, they decide to stand up repeatedly until they reach the summit. This totally relates to Social commerce. Because of this, social commerce has developed into a potent tool that empowers individuals to market their own goods and sell them on social networks. You have the ideal opportunity right now to benefit from social commerce and establish your own brand. What are you still holding out for? Get your brand a gen-z and Share some love.

Author avatar
Gladys Wambura

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