Generation Z – loosely, anyone born between 1995 and 2010 – is growing up. Some of the oldest Gen Z-ers are hitting their mid-twenties. It’s weird to think that people too young to know what a Discman is are now old enough to drink and vote. But they grow up fast, don’t they?
And now that some in Generation Z are proper adults, a lot of them have jobs and salaries and… spending power. This generation is starting to seriously flash its cash, and we can’t ignore their shopping habits or how they like to spend their money anymore.
You might be interested to know, for example, that Gen Z-ers shopping habits have them shopping on social channels two-to-three times more than any other group. This shouldn’t be a newsflash to anyone. After all, Gen Z-ers were pretty born with a smartphone in their hand.
But for merchants the message is clear: social media is a big sales channel now. And whoever cracks social commerce is going to win big.
What social commerce looks like today
Ironically, the biggest thing to hit social commerce is coming from the one channel that Generation Z avoids like the plague – Facebook. The company recently announced Facebook Pay, a feature that lets users send or receive money through Facebook using either a card or a PayPal account.
Coincidentally or not, Facebook owns Instagram and WhatsApp, two of the social channels Gen Z-ers use the most, which means that Facebook Pay will be coming to both – and could become the number one payment method for Gen Z in the process. (Instagram also launched its checkout feature in 2019 to complement its shopping channel.)
Currently out of Facebook’s grasp, however, is TikTok – the short-form video app that has taken the world by storm, amassing a whopping 500 million global users since 2017, most of them from Gen Z. So far, the makers of TikTok have only dipped their toes in the water of social commerce, letting users send their followers to eCommerce sites through their profiles.
But with such a massive user base, this won’t be the last we hear of TikTok’s social commerce efforts.
Merchants: it’s time to get your head in the game
We know for sure that Gen Z’s shopping habits prove that they are into social commerce in a big way. If you want to sell to this group, you can’t ignore it. But that doesn’t mean it’s going to be a walk in the park.
Even Gen Z-ers want to know that their financial data will be safe when they buy things on social media, and convincing the masses that this is a secure, reliable option will be the biggest challenge.
Besides, it’s not like Gen Z-ers will buy everything on TikTok, or Instagram, and nowhere else. Like all of us, people in Generation Z shop omnichannel now – they might look at a dress online, try it on instore and then buy it on social media. Or they might do the whole process in reverse.
For Gen Z, convenience is key
The point is, whichever channel the customer’s on when they hit the ‘buy’ button, the payment process needs to be slick and easy to use. Social media can’t be the weak link – so you need to make sure your social payment method works, and works well.
Social commerce is the next thing. Raised on a diet of smartphones and social media, Gen Z-ers are making the likes of Instagram and TikTok the places they go to shop. So be prepared – embrace social as a sales channel and separate yourself from the rest of the pack.
Want to offer social payments but aren’t sure what the acquiring strategy should be? Talk to one of our experts at Credorax to find out. Email us at firstname.lastname@example.org and we’ll put you in touch with the right person.