Over half of young shoppers buy more products than ever before - on social media

10 November 2023 , 13:59

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Nearly half of young shoppers have bought 'dupe' items from social media (Image: SWNS)

Over half of young shoppers (56%) are buying more products than “ever before” from social media – with six in ten predicting they have saved almost £100 by doing so, over the last 12 months.

One in four millennial and Gen Z consumers are most likely to turn to TikTok and Instagram to do some shopping, while 16% will buy items from Facebook.

And 44% claim to trust products which trend on social media, with fashion items named as the most trusted category, for 35% – followed by beauty (27%), and household items (23%).

However, of the 47% of young adults who have bought “dupes” – short for “duplicates” – from social media, three in ten have been left disappointed when the items arrived, according to the survey of 1,000 Gen Z and millennial social media shoppers.

Some of the top reasons for this include the product not being as described (28%) or pictured (24%), arriving damaged (19%), or being dangerous or unsafe (10%).

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“Duplicate” items are recreations resembling high-end products, such as perfume or cologne. Such products are legal, and openly-marketed as alternative options to the original goods – and, notably, are often available to low prices.

The study was commissioned by Trustpilot, which has also produced a blog on dupes, revealing if they're worth the hype.

But before doing so, three-quarters will make a point of researching retailers online, by checking reviews (Pavlo Gonchar/SOPA Images/Getty Images)

Worryingly, the study found as many as 58% bought their underwhelming dupe from a well-known retailer or brand.

As a result, 25% have lost trust in smaller brands after receiving below par purchases, while 17% said the same of bigger brands. And 31% of those let down admitted they’re now less confident buying goods through social media.

Carolyn Jameson, spokeswoman for Trustpilot, which commissioned the research, said: “Owning something which is as good as a high-end product, but comes at a low price, is an understandably appealing prospect for consumers, particularly during a cost-of-living crisis.

“But it’s worth remembering that currently there’s little regulation around dupes, so more potential risk with every transaction – which means it can be hard to know which brands or products will genuinely deliver on their promises.

“That’s why, before handing over hard-earned money, it’s really important for shoppers to do their research.”

The study, carried out via OnePoll, also found that, when shopping on social media, 74% of those polled make a point of researching retailers, by checking reviews before buying dupes online.

Carolyn Jameson added: “Checking reviews on an independent platform, like Trustpilot, is one way you can verify a brand’s trustworthiness, by seeing the real experiences of other customers.”

Martin Winter