Over 42% of luxury buyers use or want social commerce for shopping, with 57% of younger shoppers leading the trend. Livestream shopping is gaining traction among older consumers.
Luxury consumers are increasingly turning to social commerce as a purchasing channel.42% of luxury shoppers have used or are interested in social platforms for purchasesAmong 18-34-year-olds, this figure rises to 57%, indicating a generational shiftBeauty brands have already embraced TikTok Shop—luxury fashion has been more cautiousAs younger consumers drive demand, brands must evaluate their approach to social commerce and digital retail.Older luxury shoppers are engaging with livestream shopping, a trend reminiscent of TV shopping networks.31.5% of consumers aged 65+ have used or are interested in livestream shoppingThis exceeds adoption rates in younger groups, highlighting a key market opportunityHSN and QVC shoppers are now engaging with YouTube Live and Facebook LiveLuxury brands often focus on younger buyers, but older consumers have both spending power and digital engagement.
Will luxury brands fully embrace social commerce in 2025?
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