New trend of social shopping: US market expected to reach $100 billion next year

It is learned that recently, according to foreign media reports, social shopping in the United States will become a $100 billion market next year, and this growth is mainly driven by Generation Z shoppers on platforms such as TikTok. Data shows that more than half of Generation Z consumers only plan to look for holiday gifts on TikTok Shop, but they are not the only shopping group active on the platform.

The report shows that Generation Z is active in social shopping, purchasing products through creator recommendations such as TikTok Shop videos, shoppable Instagram posts, and YouTube product shelves. In addition, e-commerce platforms such as Amazon are also actively using creators to sell products, and they share their latest shopping discoveries with fans through live broadcasts.

However, according to the report, millennials actually prefer social shopping. The survey showed that 47% of millennial respondents shop on social sites at least once a week, while only 27% of Generation Z said the same. Generation X was close behind, with 28% of respondents aged 44-59 saying they shop at least once a week.

Monthly data shows that the participation rate of social shopping of Generation Z and Generation X is similar, both at 36%, while that of Millennials is 35%. Millennials and Generation X have higher disposable incomes, and their stability in career and life makes them more inclined to shop frequently. However, Generation Z has relatively limited spending power, and they can only shop on social media once a month.

When asked whether they would shift some of their regular e-commerce spending to social shopping, 33% of Generation Z said they would, compared with 29% of Millennials and 17% of Generation X. This shows that Generation Z has a growing trust in creator recommendations, and many consumers are more willing to pay attention to products related to small brands.

As TikTok's influence continues to grow, consumers are significantly reducing their reliance on Google searches. Consumers' shopping decisions on social platforms are increasingly based on creators' recommendations rather than traditional search engines.

The study also found that social shopping has played a positive role in supporting small businesses, with 66% of respondents saying they see social shopping as an opportunity to support small businesses, which is particularly evident during the pandemic.

Author✎ Summer/
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