#TikTokmademebuyit: Social Media Shopping Among Gen Z Users
Social media shopping is one of the many ways Gen Z is transforming the consumer economy. Platforms like TikTok—once known solely for dance trends and funny videos—are now powerful retail engines. While it may seem surprising, TikTok Shop is quickly becoming a serious competitor to Amazon, at least among younger users. The viral hashtag #TikTokMadeMeBuyIt is proof of how deeply social media influences Gen Z’s shopping habits, even if they aren’t making in-app purchases.
Unlike previous generations who relied on in-store experiences and recommendations from sales associates, Gen Z turns to online communities, influencer suggestions, and peer reviews before making a purchase. TikTok Shop—and social media shopping more broadly—streamlines this process, prompting brands to rethink their marketing strategies to truly connect with young consumers.
Curious how to grab Gen Z’s attention (and spending power) through social shopping? Keep reading for our latest data-driven insights.
Gen Z's Spending Habits: Budget-Conscious and Deal-Driven
With recession fears on the rise, Gen Z has become stingier with their spending habits. The main item they're cutting out of their purchases? Fashion. When polling our Youthtellers (ages 15-27) 67.9% told us they’d be cutting expenses related to new clothes and accessories.
Suppose brands in this sector want to capture the attention of these consumers who are cutting back. In that case, they need to understand and be aware that Gen Z wants to save money, with 75.5% prioritizing discount codes before making purchases. Being budget-conscious is what plays a critical role in social media shopping. Many of the items on these platforms are affordable, with influencers still talking about the love and need for quality.
Marketers need to recognize that affordability is a key factor for Gen Z, and positioning products within this framework can drive conversions.
More than just finding the cheapest option, our Youthtellers told us they’re looking for the best value. This ties into Gen Z’s budget-conscious mindset—90.6% say budget-friendly pricing influences their decision to buy. But it doesn’t stop there. Today’s young consumers also care about product quality, ethical production, and sustainability. When brands can deliver on all of the above, they’ve found the winning formula.
However, if a product has good quality and afterpay, Gen Z might be willing to budget a bit more. One key generational detail is Gen Z’s appreciation for payment flexibility. Many young shoppers have embraced buy now, pay later (BNPL) programs such as Klarna or Afterpay, which allow them to pay smaller amounts each month. These services? Almost always found on social platforms that sell products.
Where Gen Z Shops: Social Media Shopping in Action
With online shopping as Gen Z’s go-to method, 71.7% told us they love shopping on Amazon and other brand websites, it’s clear that brands need to meet young consumers where they already are. Social media platforms aren’t just for entertainment anymore; they’ve become hubs for marketing and product discovery. TikTok, in particular, holds a major influence. From in-app storefronts to live shopping events, it’s no surprise that teens and young adults are turning to the platform to shop.
What is the most interesting discovery we’ve made via our Youthtellers? While many (52.2%) enjoy watching live shopping events and exclusive product drops, the actual purchase rate through TikTok’s Live shopping remains low (only 14.8% purchase on live). This gap between engagement and conversion highlights an opportunity for marketers to refine their strategies, whether through improved checkout processes, enhanced product demonstrations, or incentives that encourage immediate action.
Instagram and TikTok’s e-commerce features, such as shoppable posts, in-app checkout, and affiliate marketing, have streamlined the purchasing process. Consumers can now discover a product, see it in action, and purchase it within seconds—all without leaving their favorite social media apps.
However, despite these advancements, friction points still exist, particularly with product trust and return policies. Brands that provide transparent return processes and customer-friendly policies will stand out in the competitive landscape.
The Role of Influencers in Social Media Shopping
Many harp on the influencer economy being oversaturated, and while many people are trying their hand at this job, it plays a pivotal role in social media shopping. Traditional celebrity endorsements have gone the way of spring break among Gen Z; seen as passe. Now it’s replaced by influencers big and small who offer a greater sense of authenticity and relatability since they allow us to see into their lives.
Instead of airbrushed endorsements, Gen Z consumers seem to respond best to videos that are unscripted and casual. Think unboxing videos, ‘day in my life’ content or even GRWM content that showcases products in real-world settings.
If you’re a marketer looking to tap into this network of creatives (with or without our help at Adolescent), the best thing to do is foster long-term partnerships with creators that align with your brand’s values. Sure, a temporary collaboration with an influencer whose following is huge might generate temporary sales spikes. But, an ongoing relationship only increases the idea of loyalty and authenticity.
Top Trending Products in Social Media Shopping
What are the top products Gen Z is purchasing? According to our surveys, the most mentioned items are beauty, skincare, tech gadgets and affordable clothing. These categories are consistent in generating sales on social media, particularly when backed by influencers or viral trends. UGC (user-generated content) is often appearing to be the key in helping these sales. Showcasing real-world applications, before-and-after results, or lifestyle integrations can significantly enhance a brand’s appeal.
The rise of “dupe culture” on TikTok has further fueled Gen Z’s shopping habits, as users actively search for affordable alternatives to high-end products. Brands that acknowledge and embrace this trend can position themselves as budget-friendly yet high-quality alternatives, gaining credibility among cost-conscious shoppers. Additionally, limited-edition collaborations and exclusive online drops create urgency and excitement, encouraging spontaneous purchases.
What Gen Z Wants: Improving the Social Media Shopping Experience
While social media shopping has gained popularity as one of the key ways in which Gen Z shops, our Youthtellers still laid out the guidelines for the experience they are coming to expect.
Free shipping remains a top priority, as high shipping costs often deter purchases.
Product demonstrations are also crucial in building trust, allowing shoppers to see how a product works before committing.
Trusted brand partnerships further enhance credibility, making influencer collaborations a vital component of any marketing strategy.
Engagement is another area where brands can improve—interactive content, including Q&As and behind-the-scenes looks, fosters a stronger connection with potential buyers.
Exclusive deals also play a role in driving urgency, as limited-time offers and special promotions encourage immediate purchases.
Another area that feels almost unexpected as something Gen Z wants? Customer support. Many Gen Z shoppers express frustration with unresponsive brands when battling issues with products ordered through social platforms. An easy enough fix that can build trust and encourage repeat purchases.
The Psychology Behind Social Media Shopping
Social media shopping may sound experimental, but it’s hooked Gen Z. With the combination of short-form video content, live engagement, and peer or influencer recommendations, the shopping experience feels more personal. With social proof such as product reviews or endorsements already increasing sales, it makes sense that these details would significantly help younger consumers to be motivated to shop.
The fear of missing out, or FOMO, also plays a key role in driving these sales, with brands using limited-time offers, countdown timers, and exclusive deals to create a sense of urgency. All of this combined pushes Gen Z shoppers to act quickly and spend more.
The Future of Social Media Shopping for Gen Z
Social media shopping will only continue to evolve, particularly as brands refine their approach to meet Gen Z’s expectations. The marketers and brands who prioritize budget-friendly pricing, engaging content and strategic partnerships will be the ones most likely to capture this audience.
As platforms introduce new features and shopping integrations, adapting quickly and creating a seamless experience is the key for brands to capture these consumers and turn them into loyal customers.