In Singapore, Gen Z leads the charge in transforming online shopping habits, with 72% opting for digital purchases, particularly through social media platforms like TikTok and Instagram.
‘Shoppertainment’ experiences and the rise of nano-influencers redefine consumer engagement.
The social commerce industry is poised to reach $6.99 billion by 2028, reflecting a significant shift in shopping dynamics.
1. Gen Z Dominance
72% of Singapore’s Gen Zers prefer online shopping, with a substantial 45% making purchases through social media platforms.
2. Social Media Impact
TikTok and Instagram play a pivotal role, offering engaging ‘shoppertainment’ experiences that resonate with Gen Z’s preferences.
3. Anticipated Industry Growth
Singapore foresees the social commerce industry reaching $6.99 billion by 2028, highlighting the evolution of consumer behaviour.
4. Nano-Influencers’ Role
Nano-influencers on platforms like TikTok and Instagram gain prominence, providing niche recommendations aligned with Gen Z’s selective preferences.
5. Streamlined Shopping
Social media commerce simplifies the shopping experience, integrating information search tools with direct purchase options, such as Instagram’s “shoppable posts.”
6. Adaptation of E-Commerce
Traditional e-commerce sites, including Shopee, embrace smaller-scale influencers and local artists to connect with Gen Z’s preference for relatable recommendations.
7. Gen Z’s Influence
Beyond spending power, Gen Z becomes influential opinion leaders, shaping not only their peers’ choices but also impacting older generations and redefining Singapore’s retail landscape.
