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The shopping behavior of Generation Z is significantly influenced by TikTok and influencers, according to KPMG.


Impacts of TikTok and Influencers on Generation Z’s Consumer Behavior

A recent study by KPMG has highlighted the profound influence of TikTok and influencers on the shopping habits of Generation Z individuals in the Asia-Pacific region.

Unlike previous generations who frequented brick-and-mortar stores for their fashion needs, Gen Z now turns to online platforms for trend inspiration, often emulating the styles of their favorite idols and influencers.

The research, which encompassed 14 markets including China, Singapore, Indonesia, Vietnam, and the Philippines, surveyed 7,000 consumers, with a notable focus on the Gen Z demographic aged between 18 to 24 years old.

Findings revealed that social commerce and livestreaming commerce ranked high in importance for Gen Z shoppers, particularly in countries like China, Vietnam, Indonesia, and the Philippines.

Gen Z, being the first generation raised in a digital era, seamlessly blends social media with e-commerce, creating a personalized shopping experience that resonates with their values and beliefs.

Irwan Djaja, the partner and head of advisory at KPMG Indonesia, emphasized the significance of integrating social commerce with Gen Z’s preferences and behaviors.

As a response to these trends, brands are reevaluating their supply chain strategies and leveraging social commerce platforms to effectively target Gen Z consumers, with a strong focus on TikTok and Instagram where influencer recommendations hold substantial sway.

Eric Pong, the co-founder of AfterShip, noted the exponential growth and influence of TikTok in the Asian market, highlighting its role in facilitating business advertising through influencers and key opinion leaders to drive traffic back to websites.

In essence, the fusion of social media and e-commerce has revolutionized the retail landscape, with TikTok and influencers playing a pivotal role in shaping the purchasing decisions of Generation Z.

For more information, you can access the original article from KPMG here.

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