Gen Z are increasingly using social media for product discovery, according to research by Walmart.

The retail giant’s Inaugural State of Adaptive Report finds that 55 per cent of Gen Z consumers have purchased items online while browsing on social media in the past six months.

The survey, conducted by US intelligence provider Morning Consult, aims to offer an insight into the retail landscape and how the shopping experience is being shaped by new technologies such as AI, GenAI, Augmented Reality and Virtual Reality.

According to Walmart, social media is a key channel driving Gen Z purchases, with 21 per cent saying they shop online whilst executing daily tasks.

The study also reveals that consumers are seeking new ways to complete purchases without having to switch to different platforms, with more than half of shoppers wanting a tool that recommends the best products for them based on their actual space of body.

The report highlights that 50% of Gen Z shoppers would be happy with a virtual personal shopping assistance always available.

The company's report on "Global Shopping trends: Online Shopping", found that amongst the new technologies, augmented and virtual reality are particularly driving trends, improving the shopping experience for consumers at non-essential retailers.

The report also finds that while consumers have increasingly reduced the need to be physically present to complete purchases, e-commerce retailers have also been increasing AI solutions to explore new ways to drive online sales engagement.

"We’re in a new era of retail defined by profoundly personal shopping experiences. Each shopper defines how, where and when they obtain goods, and context is key,” said Suresh Kumar, global chief technology officer and chief development officer, Walmart Inc.

“Retailers must predict shoppers’ needs, reduce decision-making and enable highly personal experiences.

“Future retail success depends on how well we anticipate and meet these evolving expectations."

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