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Landing pages have been replaced by in-app storefronts that turn moments of inspiration into instant purchases. In 2024, more than 53% of Gen Z ordered directly through social media, and 58% of all US users said they made a decision to buy once they saw a product in their feed. Social platforms are no longer just communication channels — they are the marketplaces where discovery, inspiration and purchase go together.
1. Social commerce as the default discovery channel
In 2024, 68% of Gen Z consumers discovered new products on social media, up from 60% in 2023. Nearly 60% went on and made