Gen Z and Millennials lead in social commerce trends

Gen Z and Millennials are revolutionizing shopping and retail by transforming social platforms into dynamic shopping hubs where discovery, engagement, and purchase happen seamlessly. The numbers don’t lie: almost 80% of Gen Z and millennials now integrate social media into their shopping journey, with Gen Z and millennials leading the social commerce trends, according to the Bazaarvoice Shopper Preference Report 2025.

Meet the Gen Z Consumer: Who is Gen Z, and How Do They Shop?

Gen Z, comprising individuals born between 1997 and 2012, has become a formidable force in the retail world. Growing up as digital natives, these shoppers are well-acquainted with technology, social media, and eCommerce platforms. They live in a reality shaped by economic challenges such as the rising cost of living and student debt, yet they control a significant and growing amount of buying power.

Practical, digitally-savvy, and conscious of the impact of their purchases, Gen Z expects brands to align with their values, particularly around diversity, inclusion, and sustainability. And while they value authenticity, customer loyalty isn’t guaranteed; brands must consistently deliver ethical practices, transparency, and meaningful engagement to earn it.

Gen Z Online Shopping Behaviour & Trends

Gen Z favours online shopping for its efficiency, flexibility, and affordability, which seamlessly aligns with their digital-first lifestyle and expectations for convenience, speed, and personalised, on-demand experiences. Gen Z shopping habits reveal how deeply integrated eCommerce is in their lives. The following data highlights the frequency of their activities:

• Online Shopping Frequency: Nearly half of Gen Z teens and 59% of adults in the US shop online at least once a week.
• Social Media Integration: At least 79% of Gen Z and Millennial consumers integrate social media into their shopping journey, as per the report.
• Purchase Power: A notable portion of this demographic shops online even more frequently, with some browsing and purchasing twice a week or more.

Where do Gen Zers prefer to shop and why?

Gen Z prefers to shop online due to the high value they place on convenience, speed, and price. Convenience is key as shopping online allows buyers to avoid waiting in queues or limited business hours. This convenience resonates with Gen Z, who value the ability to shop anytime, anywhere. For a significant portion of shoppers, social commerce trends are leading them to navigate a multi-path purchase journey.

Among the key social commerce trends observed among them is their tendency to discover products on social media and then branch out to multiple channels to make a purchase, highlighting social media’s power in driving young consumers to key brand touchpoints and, ultimately, to purchase. The survey, conducted across six countries, highlights how young shoppers are making direct purchases — whether it’s through TikTok’s hyper-personalized discovery, Instagram’s streamlined checkout, or creator-driven promotions.

Optimizing the Content Supply Chain

To win on social, brands must manage everything needed to optimize every stage of the content supply chain. Key strategies include:

• Social Commerce: Turn social content into shoppable experiences that drive sales – wherever shoppers are.
• Creator Marketing: Unleash the incredible power of creator marketing.
• Ratings and Reviews: Leverage authentic opinions, photos, and videos to sell your product.
• Bazaarvoice Vibe™: Bazaarvoice Vibe is an integrated social content solution built to optimize every stage of your content supply chain.
• Sampling: Get products to advocates and accumulate authentic reviews and visual content.

By using insights and reports, brands can gain actionable insight into performance, sentiment, advocates, and competitors. This allows businesses to protect the integrity of UGC through trusted technology, policy, and expertise while delivering tailored shopping experiences that drive conversion.