Just how many of our purchasing decisions are linked to what we see on social media?

Younger generations, Millennials and Generation Z, are increasingly turning to social platforms to make online purchases. — AFP Relaxnews

It doesn’t take much to go from follower to buyer... at least for younger generations. When it comes to looking for inspiration regarding future purchases social media is a top destination. A fast-growing number of users are buying products of all kinds after seeing them on these platforms. And the phenomenon appears to be only beginning....

Advertisements, TV shows, magazines... where do you look for inspiration when it comes to new trends, or even future purchases? While these sources of influence have been around for decades, we now have to add social media to the mix, as a space where brands, retailers and other influencers share their picks and new products, particularly in the sectors of fashion, beauty and gastronomy. And it would seem that these digital channels are particularly effective in winning over potential buyers, to the point of transforming their consumption habits and purchasing behavior.