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The impact of social media on businesses has been proven. Over the past decade, big and small brands have adopted social media as an awareness, selling, and customer relationship management tool.

Consumer spending through social media in the UAE is rising exponentially. In fact, a Snap Inc., Havas Media Network, and Dynata survey found that 64% of Gen Z and millennials had secured a purchase via social media in the past year.

The survey, titled The Next-Gen Social Commercial Playbook, also found 48% of Gen Z and millennial shoppers are open to utilizing online platforms for their future shopping needs. When shopping online, 49% of social media users in the UAE got their friends involved in the buying stages by sharing pictures and discussing which products to purchase.   

Unknown brands in the country are also getting recognition through social media, with 54% of respondents noting that they discovered new products and services using online platforms. Similarly, 50% shared that product reviews and recommendations on social media influenced their spending behavior. 

“These younger audiences embrace social commerce, and with this report, we sought their input on how we can create a more meaningful and engaging social commerce journey,” said Seema Patel, Global Managing Director, Mx Intelligence, Havas Media Network.

Apparel shopping has shown to be the most popular online shopping mode among Gen Z and millennial consumers in the UAE, with 93% of users in the GCC state having made an apparel purchase through social media. 

The survey found 78% saying having the option to try on the clothes virtually via augmented reality (AR) helps make a purchase decision, with 61%, 75% in the UAE, of next-gen consumers agreeing that they are more likely to buy a product after the AR experience.