Social commerce has always been based on the relationships people have offline (e.g. family and friends) to improve their ecommerce experience online (i.e. insight into items that are relevant to the user, even if they themselves are not aware of it yet).

The question is, “How do we stimulate social interactions for ecommerce or more simply, better access to goods?”

The majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content.

Brands that want to capture this audience’s attention need to prioritize authentic, organic content rather than the more polished output they became accustomed to producing for millennials.

Social commerce platforms for Gen Z include Instagram, TikTok and Pinterest. In fact, the hashtag #tiktokmademebuyit has upwards of 2.3 billion views on TikTok, and #amazonfinds has more than 6.7 billion views.

Brands need to consider a more seamless experience — from discovery to checkout — by minimizing distractions and being careful to avoid directing consumers away from the page. It’s important to develop strategies that prioritize enabling consumers to move through the funnel with as little friction as possible.

Let’s discuss more!