The Role of Social Commerce and Influencer Engagement in Grocery for Gen Z

Introduction: The Social-First Grocery Revolution

Gen Z, born after 1998, is redefining the grocery shopping journey. For this generation of digital natives, discovery, decision-making, and purchase are increasingly happening on social platforms like TikTok, Instagram, and YouTube. Social commerce—the seamless integration of shopping into social media experiences—and influencer engagement are not just trends; they are fundamental shifts in how Gen Z finds, evaluates, and buys groceries. For grocers and CPG brands, understanding and activating these channels is now essential to capturing the loyalty and spend of the next generation of shoppers.

Why Social Commerce Matters for Gen Z Grocery Shoppers

Gen Z’s relationship with grocery is shaped by their broader digital behaviors:

Always Connected: Over 98% of Gen Z owns a smartphone, and more than half spend 10+ hours online daily. Social media is their primary source for product discovery and inspiration.
Social-First Shopping: Platforms like TikTok and Instagram are not just for entertainment—they are where Gen Z learns about new products, watches reviews, and makes impulse purchases, often without ever leaving the app.
Influencer Trust: Gen Z is highly influenced by creators and peers. Livestreams, how-to videos, and influencer shout-outs drive real-time engagement and immediate purchase decisions, especially for food and beverage categories.

The Power of Livestreaming and Influencer Partnerships

Impulse buying in grocery, once the domain of in-store displays and samples, is now happening in digital spaces. Research shows that Gen Z and Millennials are inspired to try new snacks and beverages by the influencers they follow and the livestreams they watch. For example, brands that partner with influencers to host live product demos or cooking sessions on platforms like Twitch or TikTok can create shoppable moments—where a single click takes viewers from inspiration to checkout.

A leading example is Wendy’s, which leveraged Twitch to engage gamers with branded livestreams, integrating chat features and direct links to order food or unlock special offers. This approach not only drives sales but also embeds the brand in the daily digital routines of Gen Z consumers.

Best Practices for Integrating Shoppable Social Experiences

To succeed in social commerce, grocers and CPG brands should:

Create Native, Shoppable Content: Develop short-form videos, livestreams, and interactive posts that allow users to shop directly within the platform. Use features like Instagram Shopping, TikTok Shop, and YouTube product links to reduce friction from discovery to purchase.
Partner with Authentic Influencers: Collaborate with creators who genuinely align with your brand values and resonate with Gen Z audiences. Authenticity is key—Gen Z can quickly spot inauthentic endorsements.
Leverage Data for Personalization: Use first-party data and AI-driven insights to deliver personalized product recommendations, offers, and content. For example, analyzing what’s in a shopper’s digital cart can trigger relevant suggestions (e.g., recommending chips when a user adds guacamole ingredients).
Build Community, Not Just Transactions: Foster digital communities around food, wellness, and lifestyle. Encourage user-generated content, reviews, and real-time feedback. Social media is a two-way street—brands that listen and respond build deeper loyalty.

Data-Driven Personalization: Turning Insights into Action

Gen Z expects brands to know their preferences and anticipate their needs. Grocers can harness unified customer data platforms (CDPs) and AI to:

Deliver real-time, contextually relevant offers across social and owned channels.
Recommend new or seasonal products based on past purchases and trending social content.
Automate replenishment reminders and subscription offers for frequently purchased items.

Personalization not only increases basket size but also transforms impulse buys into lasting brand loyalty. For instance, a major retailer using AI-driven recommendations saw a 25% increase in conversion rates and a significant boost in customer retention.

Building Brand Loyalty Through Digital Community Engagement

For Gen Z, brand loyalty is built on shared values, transparency, and ongoing engagement—not just price or convenience. Grocers and CPG brands can:

Champion Ethics and Sustainability: Highlight product origins, ethical sourcing, and sustainability initiatives in social content. Gen Z actively seeks out brands that align with their values.
Enable Seamless Omnichannel Journeys: Integrate social commerce with in-store and online experiences. Allow shoppers to move fluidly between digital discovery, mobile ordering, curbside pickup, and in-store engagement.
Reward Engagement: Use loyalty programs that recognize not just purchases, but also social sharing, reviews, and participation in brand communities.

The Path Forward: Social Commerce as a Growth Engine

The intersection of social commerce and grocery is a rapidly evolving frontier. Grocers and CPG brands that embrace shoppable social experiences, leverage influencer partnerships, and activate data-driven personalization will be best positioned to win the hearts—and wallets—of Gen Z. The future of grocery is social, seamless, and community-driven.

Ready to transform your grocery business for the next generation? Connect with Publicis Sapient to discover how our digital innovation expertise can help you lead in the era of social commerce.