Generation Z consumers in the Asia-Pacific region have been significantly influenced by online personalities, especially on TikTok.
Unlike previous generations, a new KPMG report revealed that Gen Z had been primarily looking for trends online instead of visiting department stores.
CNBC reported that the study obtained data from 7,000 consumers across 14 countries, including China, Singapore, Indonesia, Vietnam, and the Philippines. Nearly half of the respondents were aged 18 to 24 and identified as Gen Z.
Gen Z Shaping the Way People Shop
Regarding shopping experience, Gen Z respondents view social commerce and livestreaming as crucial to their shopping experience.
It is understood that Gen Z is the first generation to grow up with the Internet and digital devices as part of daily life.
KPMG Indonesia head of advisory Irwan Hjaja said that the fusion of social media and e-commerce represented the "frontier" of engaging Gen Z in a manner they could resonate with.
Because of such trends, brands have been reassessing their marketing and supply chain strategies and emphasizing social commerce platforms that cater to Gen Z and even tech-savvy people from older generations, especially on Instagram and TikTok.
AfterShip co-founder Eric Pong said in the KPMG report that TikTok continues to grow an unbelievable number of viewers and influence.
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