Social media top discovery channel for young consumersRetail Customer Experience

Isaura M. League

When it comes to discovering international brands, young consumers, millennials and the Gen Z population, turn to social media.

That’s a top finding of a Global-e Online Ltd. survey conducted by Censuswide that polled 9,000 consumers across nine markets that bought online from a retailer outside of their respective country.

Millennial (54%) and Gen-Z (55%) consumers report social media as their number one channel for discovering international brands, topping online marketplaces such as Amazon and eBay, according to a press release on the data findings.

When asked their preferred platform for buying a branded product, over half (58%) prefer buying directly from a brand’s website, beating out marketplaces (40%) and local resellers (35%).

When shopping online, respondents indicated the main drivers of cross-border shopping are product price (47%), wider variety of products (37%) and better quality (28%).

Social media has become a popular tool for shoppers to become acquainted with brands, with 75% of respondents reporting they purchased from a brand after engaging with it on at least one social network.

Instagram is the favored platform among shoppers to engage directly with brands and ultimately make a purchase (62%). More than half of Gen Z consumers (60%) chose TikTok as their preferred channel.

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