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The mall’s a decomposing relic, but shopping’s thriving in the wildest spot you’d never guess?
There’s a 19-year-old college kid, sprawled in her dorm at 11 PM, running on fumes and ramen, doomscrolling TikTok like it’s her job. She’s not just laughing at viral chaos—she’s dropping serious cash. And she’s got an army right there with her.
Right now, an $82.8 billion commerce revolution is unfolding on social media. By 2027, that number will explode to $144.5 billion.
But here's the truth most brands still haven't grasped: The way we've been selling for decades is fundamentally broken for this generation.
"I Saw It On TikTok"
Let's talk about Sarah.
Sarah starts her shopping journey differently. While 70% of her Gen Z peers buy directly through Instagram and 63% shop on TikTok, she still uses multiple touchpoints—just not in the way brands expect.
In fact, 51% of Gen Z still use shopping websites for inspiration.
The retail journey isn't dead—it's transformed. For Gen Z, entertainment AND research coexist in their shopping behavior.
This explains why one-dimensional e-commerce strategies keep failing with this demographic. They move fluidly between platforms, expecting each touchpoint to deliver value.
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The Impulse Economy: Why Gen Z Buys Without Planning
Here's what makes this generation of shoppers fundamentally different:
The traditional marketing funnel? It’s evolved.
The Content That Actually Converts (And Why It Works)
What content actually drives Gen Z purchases? Our data reveals three formats that dominate:
AUTHENTIC REVIEW VIDEOS
Not polished brand reviews. Real people, real reactions, real flaws.
@leilanigreen THIS WENT WEIRDLY WELL…. Try some new beauty products with me 😋 Products reviewed: @설화수 Sulwhasoo Official concentrated ginseng rejuvenati... See more
2. UNBOXING & HAUL VIDEOS
The visceral experience of opening and examining products creates powerful FOMO.
@noemiemtouch Miumiu Bag Unboxing ASMR 🧸🤎✨ #ASMR #ASMRSounds #MiumiuUnboxing
"GET READY WITH ME" CONTENT (GRWM)
These intimate, day-in-the-life formats build unparalleled trust and connection.
@its_laurensarah Low effort but still put together vibes #foryou #grwm #springfashion #leggingsoutfit #styleinspo #fashiontok #fashion
Notice what's missing? Traditional ads. Branded content.
Friends > Brand
Gen Z trusts peers at unprecedented levels.
The numbers here are super clear:
This explains why your overly corporate website and too perfect photography might be actively working against you with this audience.
The $144 Billion Question
By 2027, social commerce will reach $144.5 billion. Brands that adapt to this omnichannel reality will capture disproportionate market share. Those that don’t will increasingly struggle to connect with an entire generation.
Let me ask you: Is your brand prepared for this nuanced shift?
Most aren’t. They’re either overinvesting in traditional e-commerce channels or going all-in on branded social while neglecting stealth, creators or their websites. Both approaches miss the mark.
The data reveals the complexity: 29% of Gen Z are more likely to purchase from brands with social media presence, while simultaneously ranking website performance as incredibly important.
Any lag in website speed or navigation can instantly deter them from purchasing.
To win with Gen Z shoppers, you need a complete strategy reset that acknowledges their omnichannel behavior:
PLATFORM SYNERGY (yea i know i said synergy)
TikTok and Insta are non negotiable, but your website must deliver too (fast, easy to nav, awesome).When 67% of Gen Z already believe private label products match national brands, your site is your chance to prove them right
CONTENT STRATEGY
Forget polished perfection. Today's winners are creating content that feels like it came from a friend, not a corporation:Review partnerships with real users (they rank shopper reviews as their #1 decision factor). When someone genuinely loves your product, their enthusiasm is worth 10x any paid influencer post
Unboxing experiences that highlight genuine reactions
GRWM don’t just trend they convert
Website content that aligns with values Gen Z prioritizes. It’s not just virtue signaling — its speaking the language of a generation that votes with their wallet.
SEAMLESS EXPERIENCE
The gap between social discovery and website conversion is where most brands lose the plot. With 61% of Gen Z following brands on social and 43% of those more likely to purchase, that journey needs to be frictionless. Every extra click, every moment of confusion—that's money walking outMEASURING SUCCESS
Track new metrics:Cross-platform conversion paths
Website-to-social referral value
Community sentiment
Page load speeds (this matters more than you think)
The Choice Is Yours
The evidence is clear: Gen Z is not just changing how we shop—they’re completely rewriting the rules of retail while still maintaining select traditional behaviors.
The question is no longer whether social commerce will be important, but whether your brand can create the seamless, multi-platform experience Gen Z demands.
What will you do with this information?
Will you continue treating social and websites as separate silos?
Or will you meet Gen Z where they actually shop—starting in their social feeds through authentic content, guided by peer recommendations, but delivering an equally compelling website experience when they inevitably research deeper?
Remember: 45% still rely on friends and family for shopping advice, showing the enduring value of trusted recommendations across channels.
The $144.5 billion opportunity is there for brands that understand the full picture.
The revolution is already happening. Are you delivering what Gen Z actually wants?
If this newsletter helped you today, forward it to one person who would benefit.
🎁 Get rewarded for sharing! My team grew NEW accounts to over 50 million views in just a few months. We made an AI viral hook generator so you can follow the same hook frameworks that we do.
Invite your friends to join, and when they sign up, you’ll unlock our AI Viral Hook Generator—the ultimate tool for creating scroll-stopping content.
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Brands that nail authentic content and seamless journeys will own this generation. Let’s make you a Gen Z magnet.
Until next time,
Matt
P.S. If this sparked some ideas, would you forward it to one entrepreneur?