Gen Z and Millennial Consumer Behavior in Social Commerce: Trends Defining 2025

In 2025, two generations—Gen Z and Millennials—are driving the explosive growth of social commerce. They are digital-first shoppers who trust influencers more than traditional advertising, spend significant time on platforms like TikTok and Instagram, and increasingly demand authentic, immersive, and value-driven experiences. For brands, understanding how these consumers behave is essential to success in a marketplace where social and commerce are now inseparable.

Why Gen Z and Millennials Dominate Social Commerce

Gen Z (born 1997–2012) and Millennials (born 1981–1996) represent the largest share of social buyers worldwide. They not only engage with social platforms daily but also consider them a primary channel for shopping inspiration and purchases.

• 78% of Gen Z and 74% of Millennials have bought products through social platforms (Amra & Elma, 2025).
  
• By 2025, Gen Z and Millennials together account for over 60% of global social commerce sales (McKinsey & Company, 2023).
  
• In the U.S., Gen Z holds about $360 billion in disposable income, making them one of the most influential consumer groups (Insider Intelligence, 2024).
  

This purchasing power is reshaping how brands design their strategies—from advertising to fulfillment.

Key Shopping Behaviors of Gen Z and Millennials

1. Discovery Comes Before Search

Unlike older generations who use Google or Amazon to search for products, Gen Z and Millennials prefer to discover products organically on TikTok, Instagram, and YouTube.

• More than 40% of Gen Z now use TikTok or Instagram instead of Google for shopping searches (Insider Intelligence, 2024).
  
• TikTok’s “For You Page” and Instagram’s Reels create discovery-driven journeys that spark impulse buying.
  

2. Trust in Influencers and Authentic Content

Gen Z and Millennials place high value on authentic recommendations. They trust micro-influencers and peers more than celebrities or brands.

• 61% of Gen Z consumers report trusting influencers more than traditional celebrities (Statista, 2024).
  
• Millennials are twice as likely as Boomers to purchase based on influencer recommendations (Amra & Elma, 2025).
  

This makes influencer partnerships and user-generated content (UGC) vital for social commerce campaigns.

3. Short-Form Video is King

These generations spend much of their time watching short-form video. Product demos, unboxings, and tutorials are especially influential.

• In 2024, Gen Z spent an average of 12.4 hours per week consuming short-form video (Exploding Topics, 2025).
  
• Short-form formats (TikTok, Instagram Reels, YouTube Shorts) consistently drive discovery-to-purchase journeys.
  

4. Social Proof Matters

Reviews, likes, shares, and comments act as decision-making triggers. Without social validation, Gen Z and Millennials hesitate to buy.

• 72% of Gen Z shoppers say they will not purchase without strong product reviews or visible social proof (Statista, 2024).
  

5. Immersive Shopping Through AR and VR

Both groups are more willing to use new technology such as AR try-ons or virtual experiences.

• Nearly 40% of Gen Z and Millennials use AR shopping tools, compared to only 17% of Gen X (Insider Intelligence, 2024).
  
• AR is popular for categories like beauty, fashion, and home décor.
  

6. Value and Purpose-Driven Purchases

Sustainability and ethics play a large role in purchase decisions.

• 70% of Millennials and 68% of Gen Z say they are willing to pay more for sustainable products (McKinsey & Company, 2023).
  

For brands, highlighting eco-friendly practices is a major differentiator.

Platforms Where Gen Z and Millennials Shop the Most

TikTok: Gen Z’s Commerce Playground

• TikTok has more than 1.8 billion global users in 2025 (Exploding Topics, 2025).
  
• Over 60% of TikTok’s social shoppers are under 34 (Capital One Shopping, 2025).
  
• Viral hashtags like #TikTokMadeMeBuyIt have driven billions of views and product sales worldwide.
  

Instagram: The Millennial Favorite

• Instagram attracts over 2 billion monthly active users (Meta, 2024).
  
• 44% of Instagram users shop weekly, mainly in categories like fashion, beauty, and lifestyle (Shopify, 2024).
  
• Reels and influencer partnerships remain powerful conversion drivers.
  

YouTube: Building Trust Through Long-Form Content

• YouTube has 2.7 billion monthly users and is the second-largest search engine globally (Insider Intelligence, 2024).
  
• 70% of viewers say they purchased a product after seeing it on YouTube (Insider Intelligence, 2024).
  
• Gen Z and Millennials use YouTube for tutorials, reviews, and unboxings before committing to purchases.
  

Pinterest: Inspiration for Millennials

• Pinterest has 482 million monthly users (Statista, 2024).
  
• 85% of users use Pinterest to plan purchases (Pinterest Business, 2024).
  
• Strongest in home décor, DIY, recipes, and lifestyle inspiration.
  

Challenges for Brands Targeting Gen Z and Millennials

• Ad Fatigue: Gen Z in particular dislikes overly promotional ads. Authenticity is crucial.
  
• High Expectations: They expect fast delivery, seamless checkout, and personalized recommendations.
  
• Platform Fragmentation: With activity spread across multiple platforms, brands need integrated, multi-channel strategies.
  
• Privacy Sensitivity: Gen Z values privacy and is cautious about how brands collect and use data.
  

How Brands Can Win

1. Partner with Micro-Influencers: Smaller creators often drive higher trust and engagement.
   
2. Invest in Short-Form Video Content: Regular Reels, TikToks, and Shorts are essential.
   
3. Leverage Social Proof: Encourage reviews, testimonials, and UGC.
   
4. Adopt AR Tools: Virtual try-ons boost confidence in purchase decisions.
   
5. Promote Sustainability: Transparent, eco-friendly practices resonate deeply with these audiences.
   

Expert Insight

“Gen Z and Millennials don’t just want products—they want experiences, validation, and values aligned with their own. Social commerce works for them because it combines entertainment with shopping, and trust with convenience.”
— Mr. Phalla Plang, Digital Marketing Specialist

The Future of Gen Z and Millennial Social Commerce Behavior

Looking ahead, Gen Z and Millennials will make up nearly 75% of global consumer spending power by 2030 (McKinsey & Company, 2023). Their preferences—short-form video, influencer-driven shopping, immersive AR tools, and sustainable values—will shape not only social commerce but the broader retail industry.

For brands, adapting quickly to these preferences will be the difference between thriving and falling behind.

References

Amra & Elma. (2025, May 18). Top social commerce statistics 2025. Amraandelma.com. https://www.amraandelma.com/social-commerce-statistics

Capital One Shopping. (2025, March 1). TikTok Shop statistics 2025. Capitaloneshopping.com. https://capitaloneshopping.com/research/tiktok-shopping-statistics

Exploding Topics. (2025, July 31). Social commerce growth 2025. Explodingtopics.com. https://explodingtopics.com/blog/social-commerce

Insider Intelligence. (2024, July 22). Social commerce forecast 2024–2026. Insiderintelligence.com. https://www.insiderintelligence.com

McKinsey & Company. (2023, September). The future of social commerce: Global projections. McKinsey.com. https://www.mckinsey.com

Pinterest Business. (2024). Shopping insights and stats. Pinterestbusiness.com. https://business.pinterest.com

Shopify. (2024). Instagram shopping trends 2024. Shopify.com. https://www.shopify.com

Statista. (2024). Social commerce adoption and influencer trust. Statista.com. https://www.statista.com