Generation Z – born between 1997 and 2012 – is setting new standards in consumer behavior. Digitally native, value-driven, and with clear expectations about shopping experiences, they are reshaping retail as we know it. For both brick-and-mortar stores and e-commerce platforms, this means adapting quickly to remain relevant and tapping into the rising purchasing power …
Instagram is evolving rapidly—from an inspiration platform to a fully integrated sales channel. This transformation is particularly impactful in the world of social commerce, especially when it comes to lifestyle-driven products like nutritional supplements. But how exactly does the platform’s shopping feature influence consumer behavior among younger audiences? Instagram as a Sales Channel: The Rise …
The TikTok Shop has quickly evolved into a powerful player in the world of social commerce—especially among Generation Z and in the booming fitness sector. Active in Germany since March 2025, TikTok combines entertainment, community, and shopping into one seamless experience with this feature. But what does this mean for brands, creators, and consumer behavior? …