The Scroll-to-Buy Economy: How Social Content Drives Purchases

It’s being driven by younger consumers, and its impact is concentrated in specific product categories. Insights from a KPMG survey of 2,021 U.S. consumers reveal what’s really going on behind the click-to-buy movement.

Gen Z and Millennials are the power users. 49% of Gen Z and 33% of Millennials have used social shopping, with an additional 36% and 33%, respectively, saying they plan to use it. That’s nearly 85% of Gen Z and 66% of Millennials either already active or intending to be. Gen X trails with 35% usage, and Baby Boomers are largely out of the game—76% say they’ve never used social shopping and don’t plan to.

This isn’t just about age—it’s about content fluency. Gen Z grew up with shoppable TikToks and influencer hauls as part of their discovery process. Baby Boomers didn’t. For brands and retailers, this isn’t optional segmentation—it’s operational strategy. If your conversion playbook looks the same across generations, you’re missing the signal.

So what are consumers buying through social platforms? Apparel dominates—51% of respondents say it’s their top social-driven purchase category. Personal care products (41%), groceries (23%), and electronics (20%) follow. These are highly visual, brand-sensitive categories that benefit from in-feed demos, reviews, and lifestyle integrations.

It’s not just DTC startups getting traction. Traditional categories like entertainment (19%), restaurants (14%), and personal care services (14%) also make the list, suggesting that social platforms are expanding from product sales to full consumer ecosystems—including bookings and experiences.

Surprisingly, high-consideration or regulated categories like auto insurance (8%), prescription medications (5%), and travel (4%) are still nascent in the social shopping world. That may change as platforms build trust and expand functionality, but for now, brands in these verticals face a longer runway.

Why it matters:
Social shopping isn’t just another D2C fad. It’s altering how products are discovered and purchased—especially by younger, high-LTV cohorts. For investors, that means category leaders must be fluent in content-native selling. For operators, it means reallocating budget from static brand campaigns to short-form, conversion-focused content. And for everyone else: don’t confuse a generational lag with permanent resistance. As interfaces improve and trust builds, social shopping will expand further up the demographic curve.