World · India Bureau
Gen Z shoppers turn to friends for purchase decisions via new social feature
A new campaign highlights how younger Indian consumers are increasingly seeking peer validation before making purchases, blending social messaging with e-commerce. Major retailers including Myntra, Instamart, and Nike are tapping into this trend through collaborative shopping features.
LSN India ·
Shopping behaviour among Gen Z consumers in India is undergoing a significant shift, with peer consultation now integral to the purchase decision-making process. Rather than independently selecting and ordering products, younger shoppers are sending photos to friends for feedback on clothing choices, soliciting opinions on beauty products, and discussing alternatives through chat before finalizing purchases.
This trend reflects a broader change in how digital-native consumers approach retail, where social validation plays a central role. The practice of crowdsourcing fashion and product decisions has moved from informal messaging to structured shopping experiences, blending social interaction with commercial transactions.
Snapchat's new 'Inner Circle' campaign capitalises on this behavioural shift by facilitating peer-to-peer product discovery and recommendation. The initiative brings together major retail brands operating across fashion, quick commerce, and athletic wear segments, recognising that Gen Z consumers value trusted opinions from their immediate social networks as much as product attributes themselves.
Retailers are adapting their strategies to accommodate this collaborative shopping model, integrating features that enable seamless sharing and discussion of products within friend groups. The convergence of social platforms and e-commerce reflects evolving consumer expectations around how shopping experiences are designed and delivered for younger demographic segments in India.