LTK, a global creator marketing platform and shoppable social media app, released its 2023 Gen Z Shopper Study on Thursday, which shows that the majority of Gen Z’s shopping is initiated by
social media and creator recommendations.
According to the report, creators are driving a majority of Gen Z’s shopping decisions online and in stores, with 75% of Gen Z saying they make purchases online from creator recommendations (21% higher than the general population), with 77% now shopping in store from creator recommendations.
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