Social Media Shopping Habits of Gen Z | The Gen Z QVC

Have you ever found yourself scrolling through Instagram or TikTok, only to realize that you're about to buy something you didn’t know you needed? From the trending Lululemon belt bag to the viral Revlon one-step hair dryer, social media has evolved from a platform for connection into a massive marketplace. The phenomenon, often dubbed social commerce, has swept through platforms like TikTok, Instagram, and YouTube, redefining how we shop.

Social Media as the New Shopping Hub

While shopping channels like QVC and HSN once dominated home shopping, platforms like TikTok have now taken that role into the digital age. The hashtag #TikTokMadeMeBuyIt alone has racked up over 129 billion views, giving birth to viral product trends that sell out in days.

But TikTok isn’t the only player in the social commerce game. Instagram and YouTube have both launched shopping features that allow users to purchase products directly within their feeds. These platforms aren’t just places for entertainment and connection anymore—they’ve become virtual malls where shopping is seamlessly integrated into the user experience.

In the U.S., e-commerce has exploded, with sales accounting for over 15% of all transactions in the second quarter of 2024, according to Census data. And while TikTok shopping began long before TikTok launched its Shop feature, platforms like TikTok and Instagram have pushed it to new heights by allowing consumers to make in-app purchases without leaving the platform.

How Generations Shop Differently

The way we shop on social media varies across generations. According to a 2024 survey by eMarketer, over 67% of Gen Zers are likely to make in-app purchases on platforms like TikTok. In contrast, less than 20% of Baby Boomers and Gen Xers shop this way. While younger generations are influenced by social media influencers and user-generated content (UGC), older generations tend to rely more on traditional advertising and in-store purchases.

Gen Z and Millennials
Gen Z, the first generation to grow up entirely in a digital world, is more likely to make impulse purchases based on Gen Z shopping trends popularized by social media. They are also more invested in ethical shopping and sustainability. According to Hubspot’s 2024 Consumer Trends Report, Gen Z values brands that take a stance on social issues like racial justice, LGBTQ+ rights, and environmental sustainability. They are drawn to companies that align with their values, making them more likely to support brands that advocate for social justice.

Millennials, while also digitally savvy, are slightly more cautious with in-app purchases. They engage heavily with influencers, but their decision-making process often involves more research and brand comparison before making a purchase.

Gen X and Baby Boomers
On the other hand, older generations such as Gen X and Baby Boomers still lean towards traditional shopping methods. A 2024 Whop survey found that Baby Boomers prefer in-store experiences and TV advertising, spending more per purchase compared to younger generations. While they are less likely to buy directly from social media, their purchasing power remains significant, particularly in categories like luxury goods, home improvement, and travel.

However, these older generations are not entirely immune to the social media influence. Instagram, for example, has seen a rise in users from Gen X and Baby Boomers engaging with shoppable posts, particularly in sectors like wellness, fitness, and lifestyle.

The Social Commerce Experience: TikTok vs. Instagram

While TikTok has captured the younger demographic with its seamless in-app shopping experience, Instagram has also adapted its platform to cater to the growing demand for social media commerce trends. The introduction of Instagram Shop in 2020 allowed users to discover and purchase products directly through the app, integrating shopping with influencer content and user-generated reviews.

However, the evolution of social commerce hasn't been without its challenges. Instagram's Live Shopping, launched in 2020, initially showed promise but was discontinued in 2023 due to declining sales and engagement. Instagram's pivot back to focusing on its core mission of connection and creativity shows that platforms must strike a delicate balance between commerce and engagement to maintain user interest.

Ethical Shopping and the Future of Social Commerce

Social commerce isn’t just about impulse buys; it's also shaping a more socially conscious consumer landscape. Gen Z, in particular, is driving demand for products that reflect their ethical values. They want transparency in how products are made, opting for brands that use sustainable practices and support social causes. In contrast, Baby Boomers generally believe companies should remain neutral on social issues, according to the same Hubspot report.

As younger generations grow older and their purchasing power increases, we may see an even stronger shift toward digital consumer behavior that prioritizes ethical shopping, with brands having to take clear stances on sustainability and inclusivity to remain competitive.

What the Future Holds

The future of social commerce depends on finding the right balance between entertainment, engagement, and shopping. As seen with the rise and fall of Instagram Live Shopping, platforms need to prioritize their original purpose—community and connection—while integrating commerce in ways that feel natural, not intrusive.

TikTok, Instagram, and other platforms may continue evolving their shopping experiences, but the key to success lies in offering value without overwhelming users with non-stop selling. Whether this trend will continue or if users will grow weary of the endless shopping loop remains to be seen. One thing is certain: social media will continue to be a driving force in shaping consumer habits across generations.

Conclusion

From TikTok’s viral product trends to Instagram’s curated shoppable posts, social commerce is here to stay. As we look ahead, brands and platforms must adapt to the needs of different generations while balancing commerce with meaningful engagement. Whether you’re a Gen Z shopper influenced by the latest TikTok trends or a Baby Boomer looking for a trusted brand, one thing is clear: the way we shop has changed forever.

Want to learn more about how social media influences shopping habits? Subscribe to our blog for the latest insights on trends, consumer behavior, and digital marketing strategies.