From Scroll to Spend: How Social Commerce Platforms Shape Generation Z Purchase Decisions

The rapid evolution of digital technology over the past decade has transformed the way individuals discover, evaluate, compare and purchase products. Social Commerce- a blend of social media and e-commerce, defined as purchasing and selling through Social Media platforms has redefined how consumers interact, trust and make a purchase decision, especially among Generation-Z. Born between mid-1990s- early 2010s, Gen-Z grew up in a digital era, leading to unique choices and behaviors in online consumption. This research paper examines how social commerce platforms like Facebook, Instagram, YouTube shape the online purchase behaviour of Gen-Z, by exploring the psychological and behavioural factors such as easy access, influencer or affiliate marketing, algorithm personalisation, social influence, authenticity, fear of missing out, security apprehensions and the platform itself; that turn every day scrolling into impulse buying tendencies. By using a Multidisciplinary approach, including marketing theory, empirical evidences, contemporary case studies and Digital culture, this study examines the mechanism and implications that makes Social Commerce a strong driver of Gen-Z consumer engagement and sales.