The news: Social media is no longer just a branding tool—it’s a commerce engine, particularly among Gen Z.
- Over half (56%) of US Gen Zers have made a purchase because of a social media influencer, per CivicScience’s 2025 Gen Z Media Consumption report. That’s up from 41% in 2023.
- 52% of Gen Zers have made a purchase directly on a social media platform, compared with 32% of adults over 30.
- 41% of all US social media users have made a purchase because of an ad they saw on social media, per YouGov.
The influential crowd: Getting social media users to buy doesn’t necessarily require trust. Influencers may just need relevance, time, and reach to convert sales.
- Only 19% of Gen Z say they trust influencers, per CivicScience, but 51% are neutral, leaving them open to recommendations.
- 28% of Gen Zers who spend at least four hours on social media per day trust influencers, indicating that exposure grows credibility.
Purchase behavior isn’t always driven by brand loyalty. Time spent, algorithm targeting, and persistent visibility can override skepticism, highlighting the compounding effect of social media’s always-on nature.
Broad engagement matters: Despite variance in trust, influencer content is a default medium for tech-savvy users. Only 27% of Gen Z say they rarely consume influencer content, compared with 61% of adults over 30.
And Gen Z isn’t loyal to just one voice: They’re influenced across niches, formats, and product categories. Twenty-seven percent of Gen Zers follow more than eight content creators, and 62% follow at least three.
But what are they buying? Food, clothing, and tech are the leading categories for social media’s effects on purchases.
Electronics, clothing, and accessory purchases were at least somewhat influenced by social media for about 70% of Gen Zers, while 67% said it influenced their food purchases.
This signals a massive opportunity for consumer packaged goods (CPG) and grocery brands to treat social media as a conversion point, not just a brand platform, especially through short-form, creator-led video.
Our take: Gen Z’s buying behavior is embedded in social-first platforms, where influence equals transaction. Partnerships with nano-influencers, who often have extremely engaged audiences, can help boost reach.
Brands should test direct in-platform checkout integrations on social media to increase conversion and capitalize on growing ecommerce options on platforms like TikTok and Instagram.