Focusing on Generation Z in the UK, AR and live shopping become powerful tools for social e-commerce

Social e-commerce has become a new way for Generation Z in the UK to shop. Not only that, they are also keen to discover new forms of shopping - they like to use AR and live streaming to shop.

According to a recent study by Student Beans, more than half of people in the UK use TikTok to watch the news, and two in five people use TikTok to find fashion inspiration.

In addition, TikTok users also use the platform to discover new brands, and the most popular hashtag #TikTokMadeMeBuyIt has 9.5 billion views.

The study found that more than half of Generation Z visit TikTok every day, but only a quarter visit other e-commerce platforms every day, which shows that if retailers want to achieve certain results in the e-commerce field, they should prioritize turning to social e-commerce platforms rather than e-commerce platforms.

When shopping, Generation Z consumers care a lot about elements such as handling and touch, with 98% of them paying attention to this element. In addition, smell/smell (90%) and decoration (82%) are also key to the shopping experience of Generation Z consumers.

Therefore, when selling online, brands must learn how to digitize these elements and experiences to drive sales conversions.

These Gen Z consumers not only use TikTok to shop, they are also keen to discover new ways to shop.

In addition to discovering brands through the hashtag #TikTokMadeMeBuyIt, a third of people have used VR technology to try out products and two in five have participated in live shopping events.

To support brands that want to tap into the Gen Z market, TikTok is beefing up its e-commerce offerings. Last year, TikTok began piloting its shopping feature, as well as a new LIVE feature that allows brands to connect with consumers in real time through livestreaming.

Becky Kells, editor of Student Beans, commented: “Social commerce, especially small stores on TikTok, is an important channel for retailers to sell products to Generation Z consumers.”

Kells said TikTok is an entertainment-based app that is in the process of rapid development, so for now, TikTok's advertising products should be low-budget and very easy to buy.

In addition, the TikTokMadeMeBuyIt tag will provide sellers with inspiration and help them obtain products that consumers like, which will also make it easier for sellers to stock up.

Social e-commerce

Cross-border e-commerce market

TikTok