Gen Z's shopping decisions are heavily driven by TikTok and influencers, report finds

A recent study by KPMG found that Generation Z in the Asia-Pacific region is heavily influenced by idols and influencers when making purchase decisions. The report highlighted that Gen Z no longer relies on traditional shopping channels like department stores or malls. Instead, they turn to online platforms such as TikTok and Instagram, where they follow idols and influencers for fashion inspiration. Social commerce and livestreaming commerce were identified as important preferences among Gen Z, particularly in China, Vietnam, Indonesia, and the Philippines. This trend has led brands to prioritize these platforms and reassess their supply chain strategies. TikTok, in particular, has gained significant influence and viewership among Gen Z.