Social shopping isn’t just popular with the youths–Millennials and Gen X are digging it, too – IMDb

Years after becoming a big business in countries like China and Japan, social shopping finally has a serious foothold in the West. It’s forecast to become a $100 billion industry in the U.S. alone next year, and a lot of those billions are driven by Gen Z shoppers on apps like TikTok. Fiverr just released data showing that over half of Gen Z’ers say they only plan to find holiday gifts on TikTok Shop this year.

But they aren’t the only ones shopping there.

A new report from media services agency Horizon Media shows that, of course, Gen Z does indulge in social shopping, where they buy products through creator recommendations on things like TikTok Shop videos, shoppable Instagram posts, YouTube merch shelves, and livestreams across all the above plus on giants like Amazon, which has been tapping creators to sell on stream for several years now,…