Gen Z isn’t just reshaping shopping – they’re redefining how brands earn their attention. Unlike older generations who discovered products through TV, magazines, or word-of-mouth, today’s teens navigate a digital-first world where social media drives discovery.

They crave engaging content but aren’t easily convinced. Instead, they take a practical, research-driven approach, weighing price, quality, and social proof before making a purchase. Traditional advertising alone won’t win them over – they trust what feels real, transparent, and relevant.

Two recent surveys of teens, ages 13 to 19, reveal the key forces shaping Gen Z’s shopping habits and what they signal about the next generation of consumers.

For Gen Z, shopping starts on social media. More than half of teens (51%) say they’re most likely to discover something they want to buy on a social platform. By comparison, traditional channels—like TV ads (8%) and in-store browsing (23%)—have taken a backseat.

When it comes to discovering new brands, products, services, or experiences, TikTok leads the way (57%), followed by Instagram (49%) and YouTube (46%). Pinterest and Snapchat also play a role, especially for female teens.

And while 42% of teens use TikTok Shop, many still prefer to buy through links in posts or head directly to e-commerce sites (see Insight 4).

Teens don’t mind ads—as long as they feel real and relevant. The most effective ones show products in action, with 31% of teens saying this makes them stop scrolling. Music (28%) and humor (26%) also help grab their attention.

Traditional tactics, however, are losing their edge. Only 18% of teens are swayed by celebrity endorsements, and even Super Bowl ads don’t stick—68% strongly and 43% somewhat agree they don’t remember them a week later. Meanwhile, 66% say they’re more likely to buy something they saw on TikTok than from a big-budget TV campaign.

What works best? Ads that feel native to the platform. Gen Z engages with content they can interact with—not just passively watch. (For more on what makes or breaks an ad with teens, check out Cringy or Cool? What Teens Really Think About Trendiness in Ads)

Despite their reputation for short attention spans, Gen Z takes a thoughtful approach to shopping. When they spot something they like on social media, most teens dig deeper—75% read comments, 74% visit the brand’s website, and 72% check product reviews before making a purchase.

No single source dictates their decisions, but reviews carry the most weight, whether on a brand’s website (39%) or in social media comments (35%). Recommendations from friends (31%) and family (28%) also play a role, while influencers (17%) and celebrity endorsements (14%) have less sway.

Gen Z is also selective about sharing personal information. While discounts are the biggest incentive (55%), most won’t opt-in to being contacted via email or text unless the deal is worth it. Even after signing up, email engagement is hit or miss—some use discounts immediately (26%), others save them (30%), and many forget about them entirely (23%).

For Gen Z, price is the top priority. Nearly half (43%) want to see it upfront in an ad, followed closely by quality (41%) and product details (36%).

When it comes to shopping, their habits are fluid. TikTok and Instagram drive discovery, but only 28% use in-app checkout. Instead, 32% prefer tapping product links in non-sponsored posts, while 27% engage with shoppable ads. And when asked to pick just one place to shop, Amazon is the clear favorite.

Gen Z is also strategic about spending. Many will add extra items to their cart just to qualify for free shipping rather than paying for it outright.

As for payment, 39% use credit or debit cards, 33% rely on mobile payments like CashApp and Apple Pay, and 25% have parents cover the bill. To streamline checkout, many teens create shopping lists with product links for quick parental approval.

The differences between younger Gen Z (ages 13-14) and older Gen Z (ages 17-18) offer hints about how Gen Alpha may shop in the future. Interestingly, more 17- and 18-year-olds (23%) report not using any in-app shopping features compared to 13- and 14-year-olds (17%). If looked at directionally, this could indicate that Gen Alpha will enter their teen years with an already-established comfort with social commerce.

Gen Z isn’t just shaping the future of shopping – they’re raising the bar for brand trust. They expect brands to:

Be where they scroll – on TikTok, Instagram, and YouTube.

Prove their value upfront – through price transparency, product demos, and real customer reviews.

Engage in real conversations – not just ads, but authentic interactions through comments, DMs, and social proof.

Prioritize authenticity over marketing gimmicks – trust is built over time, not through one-off campaigns.

Make shopping effortless – without sacrificing transparency or control.

To connect with Gen Z, brands need to rethink not just how they market but also how they research. Traditional tactics won’t cut it, and outdated research won’t reveal what truly drives their decisions.

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