Half of Gen Z consumers have made a purchase after finding it on TikTok, with 80% of youngsters using the app for all aspects of their life.
According to a recent study by Student Beans, almost half are consuming news stories there, while two-fifths look to the platform to seek out outfit inspo content. The app’s users are also using the platform to discover new brands, with the popular hashtag #TikTokMadeMeBuyIt boasting 9.5 billion views.
More than half of Gen Z’s visit the TikTok app every day vs just a quarter visiting online stores daily, signaling a shift of focus for retailers towards prioritizing social storefronts over e-commerce platforms. When shopping in-person, elements like handling and touching are important to 98% of Gen Zs. Scents/smells (90%) and decor (82%) are particularly key to their shopping experience, so brands must learn how to digitalise these experiences to lead to conversions.
These curious consumers are keen to discover new ways to shop. Additional to discovering brands through #TikTokMadeMeBuyIt, a third have used Augmented Reality to trial a product and two-fifths have participated in a livestream shopping event.
To support ambitious brands who want to tap into the Gen Z market, TikTok is expanding its e-commerce options. Last year, TikTok began piloting its Shopping function as well as a new LIVE feature which allows brands to connect with its community in real time through a live stream.
Becky Kells, B2B Editor at Student Beans, comments: “Social storefronts, especially those on TikTok, are vital for retailers selling to Gen Z consumers. Half of these shoppers have made a purchase after discovering a brand on this app, and two-out-of-five have participated in live shopping events, something which is now available on TikTok. TikTok is a fast-moving entertainment-based app, so advertised products should be low-budget and easy to purchase on a whim. Take a look at the TikTokMadeMeBuyIt hashtag for inspiration and you’ll see consumers enjoy easily accessible purchases like Amazon finds that can be bought on a quick next-day delivery service.”
