Consumers who bought directly on social media worldwide 2023, by generation
adoption of social shopping. Gen Z e-commerce users —aged 18 to 26— followed, with over half reporting purchases through these platforms.
Seven out of ten online shoppers around the world between the ages of 27 and 42 had already made purchases directly through social networks as of the second quarter of 2023, according to a worldwide survey. That makes millennials the generational group with the highest