Fashion and beauty products are forecast to lead social commerce purchases in 2025, according to new research from influencer marketing platform Traackr. 

Based on a survey of 1,000 Gen Z and Millennial consumers, the company’s annual U.S. Influencer Marketing Impact Report reveals shifting preferences in social shopping behaviors and platform usage.

Source: Traackr

Fashion ranks as the top product category consumers will likely purchase through social media, followed by beauty and personal care products, home goods, electronics, and health and wellness items. This ranking shows a notable change from 2024, with health and wellness products replacing food and beverage in the top five.

The study finds platform preferences for social commerce vary significantly by demographic. While Facebook maintains its position as the leading platform for social commerce among all consumers, TikTok has moved up two positions to claim the second spot. YouTube and Pinterest maintain their positions in third and fourth place, respectively.

Generational and Gender Differences

Generation Z demonstrates distinct shopping preferences, ranking TikTok as their preferred social commerce platform, followed by Instagram, YouTube, Facebook, and Pinterest. This contrasts with Millennial consumers, who favor Facebook, followed by YouTube, TikTok, Instagram, and Pinterest.

Gender differences emerge in social commerce behavior, with male-identifying consumers showing a higher likelihood to purchase electronics through social platforms while female-identifying consumers demonstrate stronger engagement with fashion and beauty products.

Platform usage for product research differs from purchasing behavior. YouTube ranks as the primary platform for product reviews and information across all consumer groups, while Facebook leads in actual purchases. The study notes that text and forum-based platforms like Reddit rank highly for research but show lower performance in driving direct sales.

Source: Traackr

Trust Factors and Industry Growth

The research indicates that 53% of consumers report being “at least somewhat likely” to purchase a product recommended by a social media influencer they follow. However, consumer trust depends heavily on specific factors. The top qualities that make an influencer’s product recommendation trustworthy include:

1. Demonstrated knowledge about the particular product/service
2. Evidence of the influencer using the product/service in daily life
3. Demonstrated expertise in the industry
4. Non-sponsored or non-gifted post-status
5. Multiple mentions of the product/service

Gender differences emerge in social commerce behavior, with male-identifying consumers showing a higher likelihood to purchase electronics through social platforms. In contrast, female-identifying consumers demonstrate stronger engagement with fashion and beauty products.

The report also reveals broader trends in social commerce adoption. Traackr finds that 61% of consumers would try a new social platform if an influencer they trust posts there, representing an 8% increase from 2024. Additionally, 58% of consumers indicate they are “at least somewhat likely” to purchase products from influencer-owned brands, showing a 2% increase from the previous year.

Platform usage for product research differs from purchasing behavior. YouTube ranks as the primary platform for product reviews and information across all consumer groups, while Facebook leads in actual purchases. The study notes that text and forum-based platforms like Reddit rank highly for research but show lower performance in driving direct sales.

The research methodology involved surveying U.S. consumers between September 24-28, 2024, with a margin of error of ±4%. The sample focused on Gen Z and Millennial consumers’ social media usage, purchase behavior, and perceived impact from influencers.

These findings emerge as EMARKETER forecasts influencer marketing spending to increase by 14.7% in 2024, reaching approximately $5.89 billion, with growth outpacing traditional social ad spend by more than three times in 2023.

Get the full report here.