The changing purchasing patterns of Generation Z, who are greatly affected by social media sites like Instagram and TikTok, are forcing traditional merchants to quickly adjust.(Photo : by Drew Angerer/Getty Images)
The changing purchasing patterns of Generation Z, who are greatly affected by social media sites like Instagram and TikTok, are forcing traditional merchants to quickly adjust. According to a recent KPMG analysis, Gen Z customers are changing the retail landscape by giving preference to online trends and influencer recommendations over conventional buying techniques. This is especially true for consumers in the Asia-Pacific area.
In 14 markets, including China, Singapore, Indonesia, Vietnam, and the Philippines, 7,000 consumers were polled for the KPMG research. The Gen Z age group was represented by over half of the respondents in each market, who were between the ages of 18 and 24. The results showed a clear difference between Gen Z and previous generations' buying habits. Gen Z looks mostly online, taking ideas from influencers and heroes, whereas previous generations frequent department stores and malls to find new fashions.
The purchasing experiences of Generation Z now heavily involve social commerce and livestreaming commerce. According to the poll, 63% of Gen Z participants thought social commerce was significant, and 57% said livestreaming commerce was valuable. These tendencies are especially noticeable in nations where social commerce has taken up, such as China, Vietnam, Indonesia, and the Philippines.
Gen Z effortlessly blends online and offline encounters since they are the first generation to have grown up with digital gadgets and the internet as part of their everyday life. The generation that was raised in the digital age demands a smooth, engaging, and interactive shopping experience, which has forced established merchants to reconsider their business models.
In order to appeal to Generation Z, retailers are now reevaluating their supply chain tactics and concentrating on social commerce platforms. They are utilizing the strength of TikTok and Instagram, where influencer recommendations are crucial in influencing consumer purchases. This change entails working together to market goods and services through influencers and important opinion leaders, directly connecting social media content to online sales.
Engaging Gen Z customers now offers new opportunities thanks to the combination of social media and e-commerce. Companies are spending money on platforms and technology that align with Gen Z's digital-first mentality. This group places a high importance on more customized and involved buying experiences, which social commerce in particular offers.
The retail sector has seen a radical transformation because to technological innovations like social commerce and livestreaming. These technologies offer useful insights on customer behavior in addition to improving the shopping experience. In order to remain competitive and relevant in a market that is changing quickly, traditional merchants are incorporating these technologies into their daily operations.
Market insights from KPMG indicate that TikTok continues to grow in influence, especially in Asia. Businesses are increasingly advertising on TikTok, using influencers to drive traffic back to their websites. This strategy has proven effective in capturing the attention of Gen Z consumers, who are highly influenced by the content they see on social media.
Looking ahead, the continued evolution of social media is expected to further shape retail strategies. Traditional retailers must continue to innovate and embrace digital-first approaches to meet the demands of Gen Z. This includes developing robust social commerce strategies, enhancing their online presence, and leveraging the power of influencers to connect with this tech-savvy generation.
The shopping habits of Gen Z are significantly different from those of previous generations, driven by the influence of social media platforms like TikTok and Instagram. Traditional retailers are adapting to these changes by reassessing their supply chain strategies, integrating new technologies, and leveraging social commerce to engage with Gen Z. As the retail landscape continues to evolve, staying ahead of these trends will be crucial for businesses aiming to capture the loyalty and spending power of the Gen Z demographic.
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