Gen Z Embraces Social Commerce, While Boomers Remain Hesitant

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A generational divide in shopping habits is evident as younger consumers turn to social media platforms for their purchases, while older shoppers mostly avoid them.

Gen Z is at the forefront of social commerce, with 63% making purchases through platforms like Instagram, TikTok and Snapchat at least a couple times a month, according to a survey by advertising agency Dentsu. In contrast, more than half of baby boomers report never using social media for shopping, highlighting a stark difference in consumer behavior between age groups.

Social media shopping has gained traction with Gen Z because of the ease of in-app purchases, influencer marketing and personalized product recommendations. Many young consumers find inspiration through content creators and brand collaborations, making shopping a more interactive and engaging experience. Platforms like TikTok Shop and Instagram’s "Shop" feature have capitalized on this trend, streamlining the purchasing process and integrating it into users' daily social media activity.

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