Millennials have surpassed Gen Z in social shopping across TikTok, Instagram and Facebook, according to new research.

Findings from the Retail Technology Show (RTS) reveal that Millennials made an average of 21 purchases on TikTok Shop, edging out Gen Z’s 20.

Similarly, Millennials outpaced Gen Z on Facebook (20 vs. 14) and Instagram (19 vs. 18).

Year-on-year, social commerce purchases by Millennials have surged by 36%.

However, Gen Z still leads on platforms like Roblox.

TikTok emerged as the top platform for social shopping, with the average user making 11 purchases in the past year.

Matt Bradley, RTS event director, said: “The rise and rise of the social media channel has been well-charted, and it shows no signs of stopping. As shoppers’ seemingly insatiable appetite for content-led commerce continues to grow, this has given rise to a new cohort of ‘TikTok made me buy it’ consumers, an increasingly valuable shopper segment that retailers want to tap into.

“However, with mass adoption and a wider demographic of consumers outside of just Gen Z now driving this growth, retailers will need to adapt how they engage and retain social shoppers, requiring data-led decision making in order to optimise targeting and engagement.”