Scope

Social commerce continues to grow, but different generations engage with it in distinct ways. While discounts remain the strongest purchase driver, younger shoppers are more responsive to influencer marketing, while older shoppers prioritize convenience. This brief examines these behavioral differences and how brands can refine shopper marketing strategies for social platforms.

Exclusive Discounts Drive Social Purchases Across Generations

Promotions and discounts influence the most shoppers, with nearly half of Baby Boomers (47%) and over one-third of Gen Zers (38%) making purchases for this reason. Millennials (36%) and Gen Xers (26%) also respond strongly to promotions. Brands should use targeted discounting strategies to convert social media browsers into buyers.

While discounts appeal to all, influencer recommendations are highly generation-specific.

Gen Z Is Most Influenced by Social Media Influencers (32%)

Nearly one in three (32%) Gen Z shoppers buy due to influencer recommendations, a significantly higher rate than Millennials (16%) and Gen Xers and Baby Boomers (9%). This underscores the importance of influencer marketing for younger shoppers. Brands targeting Gen Z must integrate influencer collaborations into digital consumer engagement strategies.

Beyond influencers, shopping ease plays a critical role for older generations.

Seamless Shopping Matters Most to Baby Boomers (14%)

Less than one in ten shoppers prioritize a seamless shopping experience, but Baby Boomers (14%) value it most. In contrast, only 7% of Gen Zers and Millennials factor in convenience when purchasing on social media. Retailers targeting older consumers should optimize social checkout experiences to reduce friction.

Personalized recommendations also shape purchasing decisions, particularly for Millennials.

Personalized Recommendations Influence Millennials the Most (12%)

Millennials (12%) respond more to personalized product recommendations than other generations. This indicates that tailored content and AI-driven product suggestions can enhance engagement and conversion rates for this age group.

However, other content-driven strategies, such as live shopping events and user-generated content, show lower overall influence.

Live Shopping Events and User-Generated Content Play a Small Role (6–12%)

Live shopping events influence Gen Zers and Millennials (11%) more than Gen Xers (8%) and Baby Boomers (6%). User-generated content has slightly broader appeal, influencing 9–12% of shoppers across all generations. While these factors play a role, they are secondary to price, influencers, and shopping ease.

Insights and Opportunities

Brands must align social commerce strategies with the unique preferences of each generation to maximize engagement and conversions.

• Firstly, targeted discount strategies drive immediate purchases. Social platforms should integrate personalized discount offers, flash sales, and loyalty incentives tailored to different generations. Brands leveraging promotions effectively will see increased engagement, conversion rates, and repeat purchases. Track success through discount redemption rates, social conversion rates, and customer lifetime value.
• Secondly, influencer marketing remains critical for Gen Z. Brands must invest in authentic influencer partnerships that align with their target audience. Retailers using influencer-driven content should see improved brand trust, higher engagement, and stronger sales among younger shoppers. Measure effectiveness through influencer engagement rates, referral traffic, and conversion lift from influencer-led campaigns.
• Finally, seamless checkout experiences attract older generations. Brands must simplify purchase flows, reduce friction, and provide clear, secure payment options to improve conversion rates for Gen X and Baby Boomers. Monitor success using cart abandonment rates, checkout completion rates, and time-to-purchase metrics.

By implementing these insights, retailers can optimize their social commerce strategies, align with generational shopping behaviors, and drive more effective sales on social platforms.