Move over Gen Z—Millennials are now the top social shoppers, dominating platforms like TikTok, Instagram, and Facebook. Research from the Retail Technology Show (RTS) reveals that Millennials are outpacing their younger counterparts in purchasing power across major social media platforms.
In 2024, Millennials averaged 21 purchases on TikTok Shop, edging past Gen Z’s 20. They also surpassed Gen Z on Facebook (20 vs. 14 purchases) and Instagram (19 vs. 18). This shift highlights a broader adoption of social commerce among Millennials, whose purchases in this space have skyrocketed by 36% year-over-year.
TikTok remains the go-to platform for social shopping, with users making an average of 11 purchases last year. While Millennials are leading on mainstream platforms, Gen Z continues to hold their ground on emerging spaces like Roblox, reflecting their affinity for interactive digital environments.
Matt Bradley, RTS event director, sees this shift as a wake-up call for retailers:
“Social media’s role as a shopping channel is only growing, and it’s not just Gen Z driving this trend anymore. The ‘TikTok made me buy it’ mindset is spreading, creating a powerful segment of consumers that retailers can’t afford to overlook.
“As Millennials embrace social shopping, businesses need to rethink their strategies. Data-driven insights will be key to connecting with these shoppers and creating tailored experiences that keep them coming back.”
For retailers, 2025 is shaping up to be a pivotal year in social commerce. Understanding the preferences of Millennials and Gen Z alike will be critical to thriving in this dynamic, content-led marketplace.
