38.5% of US clothing buyers say they discover brands and products by browsing in-store, according to our November 2023 Consumer Path to Purchase survey.

Over half (51%) of Gen Z consumers worldwide use social media to look up a brand versus 45% who turn to search engines, per GWI Core data from 2023.

Gen Z consumers are tech-savvy digital natives that feel more comfortable searching for products on social platforms like TikTok over traditional search engines like Google. Even when they’re shopping in-store, they employ technology to help them, browsing mobile phones and using self-checkout to make the shopping experience more seamless.

Sometimes, consumers don’t behave how we expect. Despite their digital-native status, Gen Zers still shop in-store, while baby boomers are all about new-kid-on-the-block Temu. And though they’re still mostly children, Gen Alphas are making their mark on the retail landscape.

Gen Zers’ habits diverge from other generations’ in the early stages of the customer journey. Our inaugural survey of banking consumers in Canada spotlights the differences to help banks drive conversions.

While in-store is the No. 1 way Gen Z discovers clothing, 39.0% of US Gen Z clothing buyers have used social media to discover new apparel brands or products over the last six months, according to our September 2023 survey.

US ecommerce sales will grow 9.3% to reach $1.137 trillion in 2023, per our forecast, thanks to cost-conscious consumers looking for better deals and an increasing number of digital grocery buyers. As 2023 wraps up, ecommerce will go out on a high note, with online holiday sales growth outpacing brick-and-mortar sales.

Amazon turns to Meta, Snap partnerships to keep TikTok at bay: As the retailer moves in on social commerce, TikTok is beefing up its supply chain.

Amazon is on track for its first-ever $100 billion holiday season, boosted by its unbeatable delivery speeds, while click and collect gives Walmart an omnichannel edge, and Temu draws in price-conscious consumers. Plus, TikTok and mobile apps help retailers connect with consumers and stand out among the competition.

TikTok’s latest strategy to boost social commerce sales relies on AI: The social platform is testing a feature that automatically links users to TikTok Shop without creator input.

Despite the rise of ecommerce, nearly 85% of US retail sales still occur in-store, according to our forecast. To attract customers to physical stores, brands must continually innovate to offer memorable experiences.

Amazon’s search capabilities are set for an AI-powered upgrade: The retailer will incorporate a chatbot to offer customers personalized suggestions based on their queries and shopping history.

The store is no longer the only place where consumers can discover and shop for consumer packaged goods (CPG) products. Younger generations are finding products via search and social media, while Amazon Prime Day offers shoppers the opportunity to stock up on essentials for less.

Grocery shoppers are omnichannel shoppers, our analyst Blake Droesch said on a recent “Behind the Numbers: Reimagining Retail” podcast. That means consumer packaged goods (CPG) brands should employ a mix of digital and in-store advertising strategies to engage customers where they shop.

Affiliate marketing is maturing into a multidimensional, full-funnel channel. But not everyone is convinced of its potential, said Alexandra Forsch, president of Awin Americas. For senior decision-makers, affiliate marketing is “considered a very tactical channel and not a strategic one, and as such, it’s not as attractive,” Forsch said on a “Behind the Numbers” podcast episode.

Gen Z shoppers diverge from the general population in terms of where they find and buy products, consumers are still into influencer-driven ads, and live shopping hasn’t taken off yet. Here are five charts to help elevate your social commerce strategy.

Google continues to lose ground to Amazon: Amazon is holding steady as shoppers’ search engine of choice for products, even as TikTok and other social platforms attract Gen Z consumers.

Social media and TV are the top channels that consumer packaged goods (CPG) consumers use to find new products, but in-store still plays an important role in product discovery. Meanwhile, Amazon and Walmart are fighting to capture share of CPG product searches, though in-store consumers are more likely to turn to Google for help.

Gen Zs are more likely to start their shopping journey on TikTok than Google: They’re also less likely to cut back on discretionary spending, despite inflation.

Amazon is the latest company to copy TikTok: The retailer is adding a continuous, shoppable feed to its app to enhance product discovery and grow sales.