Baarvoice’s survey of 8,000+ shoppers reveals that social media, user-generated content (UGC), and omnichannel strategies dominate retail trends in 2024. Short videos attract Gen Z, while seniors favor physical stores. Social buyers have doubled since 2021.
Baarvoice surveyed 8,000 global shoppers in its Shopper Experience Index.
34% of seniors (55+) shop in physical stores first, while 18% of Gen Z starts on social media.
Marketplaces attract 29% of all shoppers, bridging age and preferences.
UGC plays a critical role in purchase decisions across generations.
In 2023, 53% of shoppers discovered products via social media, with 39% continuing in 2024.
Purchases through social platforms doubled to 31% in 2024.
Advocacy rose to 42%, powered by creator-driven UGC and brand partnerships.
Short videos dominate Gen Z’s attention, driving awareness and engagement.
Shoppers making 3+ purchases/month rose from 10% in 2021 to 20% in 2024.
Occasional buyers (1-2 purchases/month) lead at 59%, with Gen Z spearheading trends.
Personalized offers and loyalty programs are key drivers of frequent purchases.
Limited-time deals see higher conversion rates across product categories.
62% of shoppers prefer video content, with TikTok-style short videos at 34%.
Gen Z seeks visually rich experiences, while older groups still prefer text-based posts.
Livestream shopping accounts for only 5% of activity, with low adoption rates.
Visual content significantly outperforms static or text-based media in engagement.
Are short videos the future of online shopping?
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