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Gen Z Drives Social Commerce Surge: 55% Make Purchases via Social Media

E commerce

Gen Z online purchases, social commerce, digital shopping

Business Honor
08 August, 2024

New survey reveals 55% of Gen Z has bought items through social media, highlighting the rise of social commerce.

A recent research and study Walmart and Morning Consult, indicates a major shift in consumer behavior that in last six months 55% Gen Z making online shopping while using social media. This trend underscores the growing role of social commerce in the retail industry. The survey, which involved 2,233 U.S. adults, shows that while only 38% of shoppers overall have engaged in social media purchases, Gen Z leads this trend.

The report highlights that 44% of Gen Z begin their shopping journey through online searches, with 42% starting in physical stores, and 38% using social media for browsing. Additionally, nearly half of the respondents (49%) expressed a desire for advanced virtual try-on tools to enhance their shopping experience.

Walmart’s Adaptive Retail concept emphasizes the need for highly personalized shopping experiences tailored to individual preferences. Suresh Kumar, Walmart’s global chief technology officer, stresses the importance of predicting customer needs and delivering relevant suggestions.

In response to evolving consumer behaviors, Walmart is expanding its digital shopping platforms, including Walmart Realm and Walmart Discovered on Roblox. These innovations aim to attract younger consumers and offer immersive shopping experiences.

The survey also notes a notable increase in Gen Z and millennial memberships at Walmart-owned Sam’s Club, with Gen Z memberships rising by 63% over the past two years.