Over the past few years, retail and social media have grown more and more intertwined – and there’s no sign of that slowing down anytime soon. 97% of Gen Z shoppers say that social media is their main inspiration for purchases. Recent in-app shopping features developed by leading social media sites show that major platforms are ready.
US social commerce sales are expected to surpass $100 billion in 2026. Much of that growth is thanks to TikTok, which in 2024 surged ahead of Facebook and Instagram as the #1 social media platform on which people are making purchases. And with Gen Z making up a major portion of TikTok’s user base (40%) and playing a large role in social media trends in general, brands should take notice.
Gen Z already has a collective buying power of $150 billion despite much of half the generation yet to enter the full-time workforce. Their increased use of social media platforms as a source for product information should signal a perfect opportunity for retailers to leverage these platforms to reach a growing audience.
