Rapid growth of social commerce: How influencers are changing young people’s buying behavior

Introduction

In recent years, the shopping behavior of consumers, especially the younger generation, has changed drastically. The integration of social media into e-commerce, known as social commerce, has opened up new opportunities for brands and retailers to reach and influence their target groups directly. The Postbank Youth Digital Study 2024 provides valuable insights into this development by examining the growing influence of influencers on the purchasing behavior of young people in Germany. This study is complemented by other recent research findings that shed light on the growth and importance of social commerce worldwide.

Influence of influencers on purchasing behavior

The Postbank Youth Digital Study shows that 54% of the young people surveyed have bought at least one product advertised by an influencer in the last six months. This increase from 41% in 2020 to 54% in 2024 illustrates the growing importance of influencers as a driving force in social commerce. Girls in particular are receptive to recommendations from influencers: 62% of girls surveyed said they had made purchases based on such recommendations, compared to 47% of boys. These differences could be due to the type of content that influencers create for different target groups.

Increasing trend towards social shopping

According to the Postbank Youth Digital Study, social shopping is becoming increasingly popular, especially among young people. According to the study, 44% of the young people surveyed have already bought products directly via social networks at least once. This development is boosted by discount campaigns and the presentation of new products. Platforms such as Instagram and TikTok are particularly influential, with Instagram identified as the leading platform for social shopping.

Monetary impact and market potential

Young people’s monthly spending on online purchases has risen significantly since 2019. According to the Postbank Jugend-Digitalstudie, young people now spend an average of EUR 167 per month on online purchases. This increase can be partly explained by the influence of influencers, who act as brand ambassadors and market products directly to their followers. A recent study by GetApp supports these observations and shows that around 80% of consumers now state that they have made purchases based on recommendations from influencers.

Growth of social commerce

According to a survey conducted by YouGov on behalf of Whatnot, 34% of German consumers are open to new shopping formats such as social media and livestream shopping. This willingness is also reflected in the Accenture study. This predicts that social commerce spending will rise to 1.2 trillion dollars worldwide by 2025.
trend check retail vol. 11 by ECC Cologne also shows that social commerce is not just a passing trend, but has become an integral part of retail. According to the study, 81% of 18 to 29-year-olds have already made at least one purchase via social media.

Challenges and opportunities in social commerce

Despite the enormous potential, social commerce also poses challenges. The strong dependence on influencers can lead to ill-considered purchases. There are also concerns about the authenticity of the advertised content and the potential manipulation of young consumers. Faktenkontor´s social media atlas highlights that Generation Z in particular is susceptible to the influence of influencers. Companies must therefore develop responsible strategies to gain the trust of their customers while maintaining ethical standards.
Another challenge is the integration of new technologies such as artificial intelligence (AI) to create personalized shopping experiences. A study by McKinsey emphasizes the importance of AI in e-commerce to improve the customer experience and increase conversion rates.

International perspectives

The influence of social commerce is not limited to Germany. Studies around the world show similar trends. In the USA, for example, a survey by the pew research center found that almost half of all adults use social media to discover or buy products.
This trend is even more pronounced in Asia. According to an analysis by eMarketer, China is expected to generate the majority of global sales in the social commerce sector by the end of 2025.

Strategies for companies

To benefit from the growth of social commerce, companies need to take a strategic approach. One successful strategy could be to enter into partnerships with relevant influencers. This will simultaneously create authentic content that resonates with target groups. In addition, companies should use innovative technologies such as augmented reality (AR) to offer immersive shopping experiences.

Conclusion

The Postbank Youth Digital Study 2024 and other recent studies illustrate the enormous potential of social commerce as a transformative force in modern retail. The influence of influencers and the integration of new technologies offer companies new opportunities to interact with their target group. At the same time, companies need to recognize and overcome the challenges of building sustainable relationships with their customers.
The future of e-commerce will largely depend on how effectively companies can strike this balance between innovation and responsibility. With a strategic approach, brands can not only increase their reach, but also gain the trust of their customers and ensure long-term success.