Scrolling through LinkedIn recently I came across a post about how Generation Z shops so heavily through social media platforms like TikTok and Instagram that websites will soon become useless.
A recent consumer study found that 43% of people surveyed went on social media to shop for products. So is the website old news?
It’s hard to say a definite yes or no because it depends on the industry you’re in. For instance, video games and accessories are the products bought by most people via social media.
Perhaps a website is a little less useful for companies like PlayStation or Xbox. And if they didn’t have them, how would that play in today’s world?
There’s something to be said about what a website does, beyond transactions.
It verifies that your business is legitimate and offers multiple ways to prove that. It offers a landing page for those who want to learn more about your business, get in touch or consider it as a buying resource.
Also, a good-looking website, or even simply the style of your store logo, can evoke emotions and create connections that make your brand memorable.
Apps work well for certain purchases — like at Starbucks or Target — but when you’re an independent furniture retailer, the chance that someone is going to download an app for your store is slim to none.
Knowing your industry and your customers is the key to all of this. Social media is helpful to spread the word about products, promotions and event-related news. But don’t think that just because Nike is getting record sales through social media (they aren’t, this is just an example) that a furniture store is going to get the same results.
Gen Z purchases most from social media — notably, more than millennials. And if the trend is going that way, the industry will adapt.
Remember that nothing happens overnight. It won’t be a sudden switch-shift where websites are completely useless, and I argue that websites will still have use for decades to come.
