RTS 2025 research: Millennials becoming fastest growing demographic for social commerce purchases

Despite Gen Z often being stereotyped as the TikTok generation, Millennials now outshop their younger consumer counterparts across TikTok, Instagram and Facebook, according to research by Retail Technology Show. 

A survey of over 1,000 shoppers showed that on average Millennials made 21 purchases on TikTok in the last 12 months compared to the 20 items bought on the social platform by Gen Zers. 

Compared to Gen Z consumers, Millennials also made more purchases across Facebook (20 vs 14) and Instagram (19 vs 18), making them the fastest growing demographic for social commerce, with the number of purchases made by Millennials across TikTok, Instagram and Facebook rising +36% year-on-year. 

However, while Millennials lead the way on spending on TikTok, Insta and Facebook, Gen Z just outstrip them on the number of purchases made on Roblox (13, up from nine last year – a +44% increase, against 12 made by Millennials).

With social commerce growth in the UK predicted to more than double in the next four years, rising to almost £16 billion by 2028 according to Retail Economics, overall, across all UK consumer age ranges, TikTok dominates as the top social channel for making purchases. 

RTS’s research shows that the average shopper bought 11 times in the last 12 months on TikTok, up +37.5% from eight purchases last year, followed by Instagram and Facebook (ten purchases each).  

As more and more brands embrace Tik Tok, including Currys who capitalised on the social commerce divide by enlisting a Gen Z staff member to write scripts for social media adverts, generating massive online engagement and Nivea, which launched an influencer hosted live stream promoting its skincare to younger audiences on the platform, TikTok is also investing in helping retailers grow revenues. 

Launched in July 2023, its £1Million Club helps new merchants grow to £1 million in revenue on the platform through a series of incentives and support. 

Matt Bradley, Event Director at RTS, comments: “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 increasing 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.”

Social commerce will be one of the key focuses in RTS’ digital retail and e-commerce session tracks during the two-day event at ExCeL London on 2nd and 3rd April. 

On day one TikTok Shop’s Nora Zukauskaite joins consumer champion Martin Newman for a fireside chat to discuss social commerce in 2025 and beyond. The session will cover key tips, tricks, trends and best-practice retail growth examples to help retailers optimise efforts across their social media channels. 

2024 RTIH INNOVATION AWARDS

Social commerce was a key focus area at the sixth edition of the RTIH Innovation Awards.

The awards celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering.