Beyond the Click: How Generational Change is Transforming Social Commerce Performance

Social commerce has become one of the defining behaviors of Gen Z's purchase journey—nonlinear, platform-fluid, and increasingly invisible to the measurement models most brands still rely on. As Gen Z emerges as the primary driver of digital buyer growth, the performance frameworks brands have relied on for years are increasingly out of step with how this generation actually shops. PMG's 2026 Social Commerce Report, Beyond the Click, makes the case for a fundamental rethink.

Drawing on aggregated PMG portfolio data across Meta, TikTok, Snapchat, Pinterest, and Reddit, the report examines how Gen Z's platform-native, nonlinear path to purchase is creating a growing disconnect between where influence happens and where performance gets credited. While Facebook and Instagram continue to deliver strong CTRs, that performance is increasingly driven by older cohorts. TikTok, Reddit, and Pinterest are shaping Gen Z discovery and intent, but rarely capture conversion credit in legacy attribution models.

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