How social media and influencers drive teen online shopping habits

A new report reveals the online shopping habits of children and teens aged 10 to 17. Nearly 40% browse online shops at least once a week, with many influenced by social media and influencers. Their spending varies, with some spending hundreds of euros each year. Lifestyle items such as clothing, shoes, and accessories are the most popular purchases among young shoppers. Amazon remains their top choice, though Chinese platforms like Temu and Shein are also widely used.

Social media plays a major role in shaping their buying behaviour. Almost half first discover products through ads on these platforms. Additionally, 40% rely on influencer recommendations when deciding what to buy.

Spending patterns differ across the age group. Around 12.2% spend up to €1,200 annually, while 26.3% typically spend between €21 and €50 each month. Another 32.1% spend €10 to €20 monthly. Among older teens aged 14 to 17, 28.5% make online purchases at least once a month. A small but notable 1.2% are classified as problematic online shoppers. The findings highlight how deeply online shopping is embedded in the routines of young consumers. Their spending, influenced by digital ads and influencers, often focuses on trend-driven items. Platforms like Amazon and fast-fashion retailers continue to dominate their preferences.