Four in Five Gen Z’s and Seven in 10 Millennials Are Now Shopping at Least Occasionally on Social Media Platforms, Especially TikTok, YouTube, Facebook & Instagram

Social shopping, where purchases are made directly within social media platforms, has continued to grow as a significant e-commerce trend through 2024 into early 2025. This growth is driven by the increasing integration of shopping features within social media apps and shifting consumer preferences, especially among younger generations.

To better understand the dynamics of this trend in NuVoodoo’s recently completed 2900+ respondent nationwide media study, we surveyed participants about:

1. Their Frequency of Social Shopping:
   • Respondents were asked: “How often have you made purchases directly within any social media apps, like the ones shown above (rather than clicking an ad that takes you to an external website)?” This allowed us to assess how frequently users engage in purchases without leaving the app, a distinction crucial for differentiating between direct in-app shopping and more traditional e-commerce flows initiated by social media ads.
2. Preferred Social Platforms for In-App Purchases:
   • Respondents were then asked: “Which of the following social media platforms have you used most to make purchases directly within the app in the past six months?”  This question explored platform-specific behaviors, and we allowed respondents to name more than one platform when responding. 

A Generational Divide in Social Shopping Adoption

• Younger Generations Are Key Drivers:
  • Gen Z and Millennials dominate social shopping, with platforms like TikTok, Instagram, and YouTube leading the charge. These generations favor immersive, visually appealing shopping experiences and are more comfortable with the seamless integration of shopping features into their social media usage.
  • NuVoodoo’s data highlights that 19% of Gen Z and 16% of Millennials report frequent social shopping (ratings of 5 or 6), while 59% of Gen Z and 51% of Millennials are occasional to moderate social shoppers (ratings of 2 through 4). Combined, our data indicates that a substantial portion of these groups engage with social shopping in some capacity.
• Resistance Among Older Generations:
  • Gen X and Boomers+ remain hesitant to adopt in-app purchasing, primarily citing privacy concerns, unfamiliarity, and a preference for traditional e-commerce methods. Only 7% of Gen X and 1% of Boomers+ shop frequently on social media platforms.
  • While Facebook maintains strong engagement among older users, their participation remains limited compared to younger groups.  

2. Platform-Specific Developments

• TikTok’s Shopping Integration:
  • TikTok’s rise as a social shopping powerhouse is undeniable. With 41% of users overall and 55% of Gen Z engaging in purchases directly within the app, TikTok leverages its algorithm to blend entertaining content with shoppable posts. The “TikTok Made Me Buy It” trend has fueled impulse purchases, especially for beauty, fashion, and lifestyle products.
• Instagram’s Continued Relevance:
  • Despite challenges from TikTok, Instagram remains a strong player, particularly among Millennials (45%). Its focus on shoppable posts, influencer collaborations, and in-app checkout has made it a staple for brands aiming to target younger and middle-aged consumers.
• YouTube’s Emerging Influence:
  • YouTube’s shopping features, such as clickable product links in videos and livestream shopping, are gaining traction, especially among Millennials (54%) and Gen Z (36%). The platform’s long-form content allows for detailed product demonstrations, building consumer trust.
• Facebook’s Dominance in Older Demographics:
  • Facebook remains the leader among Gen X (60%) and Boomers+ (54%) for social shopping. Its familiarity and expansive marketplace ecosystem make it a go-to platform for older users, even as it loses ground with younger demographics. But, keep in mind that nearly half of Gen X and better than seven in 10 Boomers do not shop on social platforms, so the percentages below reflect only those in each generation who engage at least occasionally

Six Key Opportunities for Brands & Advertisers

1. Impulse Buying Driven by Short-Form Content:
   • Platforms like TikTok and Instagram excel at driving impulse purchases through highly engaging, short-form videos. These platforms make shopping feel less transactional and more like an extension of content consumption.  As you’ll see in future reports, influencers are a significant factor in garnering attention through paid endorsements.
2. Occasional Shopping as a Growth Opportunity:
   • A large portion of the population (43% overall) engages in occasional social shopping (ratings of 2 through 4). This indicates room for platforms to convert casual users into frequent shoppers by improving convenience and addressing trust issues.
3. Privacy and Trust Concerns Likely Persist:
   • Older generations may be more skeptical about sharing payment details within social apps, preferring to shop via traditional e-commerce platforms or external websites. Overcoming this barrier could unlock greater adoption among hesitant users.
4. Livestream Shopping:
   • Livestream shopping, particularly on TikTok and YouTube, continues to grow in popularity. It creates a more interactive and engaging shopping experience, often leading to higher conversion rates.
5. Influencer Partnerships:
   • Influencers remain critical to social shopping’s success. Younger consumers, especially Gen Z, trust influencers for product recommendations, making them an essential part of the marketing ecosystem.
6. Holiday Shopping Surge:
   • The holiday season of 2024 saw significant growth in social shopping, with brands leveraging platforms to offer exclusive deals and promotions. This momentum is carrying over into 2025, as consumers grow accustomed to the convenience of shopping within their favorite apps.
7. AI Integrations

• Platforms are increasingly using AI for personalized shopping recommendations, augmented reality (AR) try-ons, and improved customer support. These innovations will likely accelerate social shopping adoption in 2025.

Social shopping from 2024 to early 2025 is evolving rapidly, with younger generations leading adoption on platforms like TikTok, Instagram, and YouTube. The trend toward frequent and impulse-driven purchases is evident, though occasional shoppers represent a key growth area. As platforms refine their shopping features and address privacy concerns, the potential for further expansion remains significant.

NuVoodoo conducts research and manages marketing campaigns for clients across a wide variety of industries.  It’s easy to get in touch.  Email tellmemore@nuvoodoo.com to learn how we can be a valuable partner.