A report has found that TikTok and influencers have a significant impact on Gen Z's shopping decisions.

• In Asia-Pacific, Gen Z consumers turn to celebrities and social media personalities for guidance when making purchases.
• According to the report, Gen Z is shifting away from traditional shopping methods such as visiting department stores or shopping malls to buy basics or check out new styles. Instead, they are turning to online platforms to follow idols and influencers and aspire to wear the same clothing.
• Social commerce platforms such as TikTok and Instagram have significantly increased the importance of influencer recommendations.

A KPMG report revealed that Generation Z in Asia-Pacific is heavily influenced by idols and influencers when it comes to fashion, with TikTok being a major driving force.

According to the report, Gen Z is shifting away from traditional shopping methods such as visiting department stores or shopping malls to buy basics or check out new styles. Instead, they are turning to online platforms to follow idols and influencers and aspire to wear the same clothing.

The survey of 7,000 consumers in 14 markets, including China, Singapore, Indonesia, Vietnam, and the Philippines, found that nearly half of the respondents in each market were part of the Gen Z age group, defined as 18 to 24 years old.

Gen Z ranked social commerce and livestreaming commerce as crucial to their shopping experience, according to a survey. In China, Vietnam, Indonesia, and the Philippines, social commerce was the most popular form of retail technology among Gen Z.

The internet and digital devices have been a constant presence in Gen Z's daily life since their childhood.

KPMG Indonesia's Irwan Djaja stated that the combination of social media and e-commerce is the future of capturing Gen Z's attention through a platform that aligns with their values.

Brands are shifting their supply chain strategies and prioritizing social commerce platforms to appeal to Gen Z. They are particularly concentrating on TikTok and Instagram, where influencer endorsements have a substantial impact.

AfterShip co-founder Eric Pong stated that TikTok is a rapidly growing platform with an immense number of viewers and influence, as reported in a recent interview.

KPMG analysts stated that TikTok's strong presence in Asia helps businesses advertise on the platform through influencers and key opinion leaders, ultimately driving viewers back to their websites.