SOCIAL COMMERCE AS THE EVOLUTION OF E-COMMERCE: A CONCEPTUAL STUDY OF GENERATION Z SHOPPING BEHAVIOR IN INDONESIA
DOI:
https://doi.org/10.58174/ijimes.v1i6.114Keywords:
social commerce, generation Z, digital consumer behavior, Indonesian e-commerce, live streaming, online trust, user-generated contentAbstract
The rapid development of social media platforms that integrate online buying and selling functionalities has created a new paradigm within the digital commerce ecosystem known as social commerce. Unlike conventional e-commerce, which primarily focuses on transactional efficiency and system functionality, social commerce emphasizes social interaction, user-generated content, peer recommendations, and community trust as key determinants of consumer purchasing decisions. In Indonesia, this phenomenon has experienced significant growth alongside increasing internet penetration reaching 66.5% of the population and the widespread adoption of platforms such as TikTok Shop, Instagram Shopping, and Shopee Live, which collectively serve more than 140 million active users. These platforms are particularly popular among Generation Z, a digital-native consumer segment that has grown up in a digital environment and exhibits distinctly different shopping behaviors compared to previous generations. This article presents a conceptual literature review aimed at comprehensively examining the concept of social commerce, identifying theoretical factors influencing Generation Z's shopping behavior, and formulating strategic implications for digital business practitioners in Indonesia to optimize market penetration. The study was conducted through a synthesis of accredited academic literature published between 2021 and 2025, utilizing a quantitative methodological approach in analyzing patterns and trends from the reviewed literature. The findings indicate that multidimensional trust, social interactivity, content quality, perceived ease of use, and social influence are five primary theoretical constructs shaping Generation Z's adoption of social commerce with varying levels of significance according to Indonesian cultural context. The article is expected to provide a robust conceptual foundation for future empirical research while supporting the development of more effective and culturally-appropriate digital marketing strategies in the Indonesian context.
Downloads
References
Badan Pusat Statistik. (2023). Statistik Pemuda Indonesia 2023. Badan Pusat Statistik. https://www.bps.go.id/id/publication/2023/12/29/18781f394974f2cae5241318/statistik-pemuda-indonesia-2023.html
Chen, Y., Li, M., & Wang, Y. (2024). Social commerce adoption in Asia: A comparative study of platform features and consumer responses. Journal of Electronic Commerce Research, 25(3), 187–203. https://doi.org/10.1016/j.jere.2024.02.001
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. Management Information Systems Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Datapoin Indonesia. (2024). State of social commerce in Indonesia 2024: Platforms, consumers, and trends. Datapoin Research Institute.
Fairistha, D., Bernessa, I., Cen, L. J., & Aryuni, M. (2023). The effect of live streaming on social commerce platforms on Generation Z's purchase intention. E3S Web of Conferences, 426, 01081. https://doi.org/10.1051/e3sconf/202342601081
Gössling, S., & Humpe, A. (2023). The Internet as surveillance infrastructure. Internet Research, 33(2), 557–583. https://doi.org/10.1108/INTR-07-2022-0348
Gundlach, G. T., & Cannon, H. M. (2023). Toward value co-creation in customer experiences: The role of digital technologies. Journal of the Academy of Marketing Science, 51(4), 675–697. https://doi.org/10.1007/s11747-022-00851-2
GSMA Intelligence. (2024). Mobile connectivity index: Indonesia. GSMA. https://www.gsmaintelligence.com/
Hariyadi, I. K., & Vedy, N. K. (2025). Social commerce and the rise of UMKM: Investigating the drivers of small business success on social platforms. Indonesian Business Review, 8(3), 234–251. https://doi.org/10.31538/ibr.v8i3.9234
Lestary, Y. E., Utami, G., & Rahyadi, I. (2023). Concepts and implications of social commerce: A systematic review. Innovative: Journal of Social Science Research, 3(4), 4562–4573. https://j-innovative.org/index.php/Innovative/article/view/4075
Ong, J., Anandya, D., & Indarini. (2024). Factors that influence purchase intention on social commerce TikTok Shop in Indonesia. Southeast Asian Journal of Service Management, 13(1), 45–63. https://doi.org/10.24123/seajsm.v13i1.2024
Pratiwi, N. M., & Sukresna, I. B. (2023). Content quality and impulse buying behavior on social commerce: The mediating role of consumer engagement. Journal of Digital Marketing, 12(2), 178–193. https://doi.org/10.1016/j.jdm.2023.05.002
Putri, N., Prasetya, Y., Handayani, P. W., & Fitriani, H. (2023). TikTok Shop: How trust and privacy influence Generation Z's purchasing behaviors. Cogent Social Sciences, 10(1), 2292759. https://doi.org/10.1080/23311886.2023.2292759
Ridha, R., & Nadlifatin, R. (2025). Factors determining consumer purchase intention on TikTok Shop: A literature review. Jurnal Nasional Teknologi dan Sistem Informasi, 11(3), 294–301. https://doi.org/10.25077/TEKNOSI.v11i3.2025.294-301
Rolando, B. (2025). Examining multi-factor marketing dynamics on consumer purchase intention: A TikTok Shop analysis. Journal of Business and Economics Research, 6(1), 112–128. https://doi.org/10.47065/jbe.v6i1.6952
Turban, E., Strauss, J., & Lai, L. (2022). Social commerce: Marketing, technology and management (2nd ed.). Springer. https://doi.org/10.1007/978-3-030-72144-3
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926
We Are Social, & Meltwater. (2024). Digital 2024: Indonesia. DataReportal. https://datareportal.com/reports/digital-2024-indonesia
Yasser, A. S., & Gayatri, G. (2023). The role of live streaming in building consumer trust, engagement, and purchase intention in Indonesian social commerce. ASEAN Marketing Journal, 15(2), 234–251. https://doi.org/10.21002/amj.v15i2.1224
Zhang, L., Chen, M., & Zamil, A. M. A. (2023). Live stream marketing and consumers' purchase intention: An IT affordance perspective using the S-O-R paradigm. Frontiers in Psychology, 14, 1069050. https://doi.org/10.3389/fpsyg.2023.1069050
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Adinda Salsabila, Ahmad Ardiyansyah, Irgy Prasetya Agustina
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a 