The e-commerce behavior of Gen Z during the pandemic has important lessons for all brands wanting to optimize the customer journey. For as the world emerges from the peak of the crisis into an era where digital engagement at every touchpoint along the customer journey is the norm, important lessons now emerging will only become more so.
The rise of social commerce
Shopping on TikTok grew significantly during the pandemic, with a 553% increase in the last 12 months – almost three times the growth of shopping on Instagram, which rose over the same period by 189%, and Facebook,...