Authors: Claudia Gelbe, Kira Hempel
The digital age has transformed the shopping landscape. For Gen Z, shopping and social interaction are no longer separate experiences – they blend seamlessly across platforms, communities, and conversations.
This whitepaper explores how social commerce has evolved into a powerful ecosystem where influence is decentralized, creativity fuels trust, and brand relationships are built through participation rather than persuasion.
Based on a mixed-method study focused on Gen Z and Millennials in Germany, the whitepaper examines how Gen Z’s digital behaviors are redefining modern shopping experiences. It also explores how platforms like TikTok, Instagram, and other emerging social spaces are transforming everyday engagement into measurable economic impact.
Give it a read to uncover:
