Millennials Take the Lead in Social Media Shopping, RTS Study Finds

A new study by the Retail Technology Show (RTS) reveals that Millennials are outpacing Gen Z in social commerce activity on popular platforms like TikTok, Instagram, and Facebook. Despite Gen Z’s association with TikTok, Millennials made more purchases across these platforms in the last year, signaling a shift in shopping behaviors.

The research, based on responses from over 1,000 shoppers, shows that Millennials made an average of 21 purchases on TikTok in the past year, surpassing Gen Z’s 20. The trend continues on other platforms, with Millennials buying 20 items on Facebook compared to Gen Z’s 14 and 19 on Instagram compared to 18 by Gen Z. Overall, Millennial purchases across these platforms grew by 36% year-over-year, making them the fastest-growing demographic in social commerce.

Gen Z, however, maintained a slight edge on social videogame platforms like Roblox, where they averaged 13 purchases compared to 12 by Millennials, reflecting a 44% annual increase for Gen Z on that platform. This is most likely due to a difference in intent – these platforms are naturally going to appeal to younger audiences first and foremost.

Social commerce in the UK is expected to double by 2028, with a projected value of nearly £16 billion. TikTok dominates as the top platform, with the average UK shopper making 11 purchases there last year – a 37.5% increase from 2022. Instagram and Facebook followed with 10 purchases each. If this trend continues, social shopping could become an even more central part of the social media experience, and something that platforms will have to actively pursue and embrace if they want to stay competitive.