Millennials have officially overtaken Gen Z in the social shopping game, according to new research from the Retail Technology Show (RTS). The findings reveal a surprising shift: Millennials are now the biggest spenders on TikTok, Instagram, and Facebook. If your eCommerce store isn’t already leveraging these platforms to reach this highly engaged audience, now is the time to start. Let’s dive into what this means for your business and how you can capitalize on the trend.
Millennials Are Social Shopping Powerhouses
The numbers speak for themselves. Millennials are making more purchases on major social platforms than Gen Z:
- TikTok: Millennials averaged 21 purchases, edging out Gen Z’s 20.
- Facebook: Millennials far outpaced Gen Z, with 20 purchases compared to 14.
- Instagram: Millennials slightly outperformed Gen Z, with 19 purchases to 18.
These findings show that Millennials are embracing social commerce faster than their younger counterparts. While Gen Z still leads in emerging spaces like Roblox, the overall momentum lies with Millennials, whose year-over-year social commerce purchases have surged by an impressive 36%.
TikTok: The Social Shopping Giant
TikTok continues to dominate as the go-to platform for social shopping. The average user made 11 purchases via TikTok Shop in the past year, solidifying its position as a critical sales channel for eCommerce businesses. This trend aligns with the rise of viral hashtags like #TikTokMadeMeBuyIt, which has turned impulse buying into a cultural phenomenon.
For eCommerce store owners, this means prioritizing TikTok as part of your marketing strategy is essential. But don’t stop there—Millennials’ spending patterns on Facebook and Instagram prove that these “legacy” platforms are far from obsolete.
Strategies to Reach Millennials Through Social Commerce
If you want to tap into this growing audience, here’s how to get started:
- Prioritize Content-Led Commerce – Millennials are drawn to authentic, engaging content that doesn’t feel overly salesy. Invest in short-form video content on TikTok and Instagram Reels that showcases your products in real-life scenarios. Think how-to videos, behind-the-scenes looks, and unboxing clips.
- Leverage Data for Targeted Marketing – Use analytics tools to identify which products resonate most with Millennials and refine your ad campaigns accordingly.
- Make Shopping Seamless – Ensure your social commerce setup—whether through TikTok Shop, Instagram Shopping, or Facebook Shops—offers a smooth, one-click checkout process. A clunky experience could mean lost sales.
- Engage With User-Generated Content (UGC) – Encourage your customers to share their own content using your products. UGC not only builds trust but also fosters a sense of community around your brand. Reward participants with discounts or shoutouts to keep the momentum going.
- Reinvest in Facebook – While it may not have the hype of TikTok, Facebook remains a powerhouse for Millennial shopping. Take advantage of its targeting options to reach this audience effectively.
What This Means for Your eCommerce Store
The rise of Millennials as social shopping leaders opens up enormous opportunities for eCommerce businesses. While Gen Z may have pioneered the trend, Millennials are the ones driving its explosive growth. By adapting your strategies to meet their needs—through engaging content, seamless shopping experiences, and data-driven marketing—you can position your store to thrive in the social commerce era and Millennials could become your most valuable customer base in 2025.
Scott Sanfilippo began his eCommerce journey in 1994 by co-founding one of the Internet’s first online retailers, TheFerretStore.com, which was acquired by PetCo in 2006. In 2001, he co-founded the eCommerce design and marketing firm Solid Cactus, which was acquired by web.com in 2009. Today, Scott is the General Manager of Your Store Wizards and lives in Delray Beach, FL. Scott can be contacted at scott@yourstorewizards.com.