of the United Kingdom’s capitol city.
“We must engage the emerging consumer.”
It’s been a mandate for brand leaders across generations: unobtainium for maintaining relevance and driving market share.
But there is something particularly unique about Gen Z and Gen Alpha that commands retailers’ time and attention. It’s not just tied to the way they fluidly use technology to shop. It’s how they use digital tools and channels to find value and meaning in their everyday lives.
The oldest of Gen Z are 30, while the youngest are 16. In many ways, they are the transitional generation, serving as the connecting point between Gen Y (millennials) and Gen Alpha. While millennials had one foot in the analog world and one in the digital world, Gen Z was completely immersed in the dot-com era.
They grew up with household internet access. Receiving packages from Amazon was the norm. Connection and communication were progressively done through digital channels. That’s why, in many ways, they are the literal and figurative older sibling of Gen Alpha. And together, they are shaping the future of both culture and commerce.
Both Gen Z and Alpha are forming relationships with brands through social media. They’ve come to expect the speed and seamlessness of eCommerce, and thanks to buy now, pay later (BNPL) tools, they have the power to immediately purchase something they want… even if they can’t actually afford it.
But these younger consumers aren’t just shaping new standards around convenience. Those behavioral insights merely fuel short-term tactical decisions. It is their use of social media and gaming platforms that is driving a seismic shift in how brands should present themselves in digital spaces. Instagram and TikTok are vehicles for creative exploration and idea-sharing. Gaming platforms like Roblox are tools for self-expression and escapism.
For younger demographics, eCommerce isn’t just a vehicle for “getting stuff done.” Templated websites and linear checkout flows are bland and uninspiring. These digitally native and highly creative individuals want to actively participate in the communities and fandoms they love. Commerce is merely a complementary part of that much larger, more meaningful goal. At a basic level, they’re encouraging brands to rethink the role commerce can have in their lives.
In the minds of Gen Z and Gen Alpha, inspiration and transaction are indistinguishable. According to a 2025 Gen Z commerce behavior study, 68% reported that they now discover new products through social media platforms like TikTok and Instagram, and more than half have used in-app purchase buttons to immediately buy within those same environments. This marks a significant shift away from traditional eCommerce pathways, favoring frictionless, in-feed commerce powered by influence, entertainment, and relevance.
This shift in consumer expectations is already reshaping how brands think about digital infrastructure. Steve Norris, Vice President of Digital Commerce at Logicbroker, a leading platform for enterprise dropship and marketplace enablement, sees this moment as a call to action for retailers.
“We’re entering a phase where younger consumers expect commerce to be completely embedded in their digital lives,” Norris said. “It’s not just about optimizing a checkout flow anymore. If a product catches their eye in a TikTok, a group chat, or even an AI-generated recommendation, they expect to act on that moment instantly, as their desire for the product drops every moment they are surfing the web. For retailers, enabling commerce at the point of inspiration, whether through social platforms, creator partnerships, or AI integrations, is quickly becoming table stakes.”
When Pixels Become People
Young consumers have grown up tethered to technology, with 85% of Gen Z and Gen Alpha consumers having access to smartphones at home. Despite being able to call or text anyone at a moment’s notice, they are feeling lonelier and more isolated than ever.
They’re attempting to combat these feelings by forming their own tribes on community-powered platforms, ranging from social networks to gaming platforms and even streaming and group chat channels like Twitch and Discord. Their digital and physical lives are intertwined, which means they’re not only using their digital devices to chat with friends; they’re using them to form new bonds.
Gaming platforms such as Roblox and Fortnite are especially core to these emerging cohorts. Up to 79% of the overall population are considered “game enthusiasts,” but Gen Z (90%) and Gen Alpha (94%) are more likely to fall into this category. And thanks to multiplayer, co-creation spaces like Minecraft, they’re finding community and a sense of belonging in these virtual environments.
In 2024, Roblox hit 380 million monthly active users, up from 300 million in May 2023. Check out our Roblox Activation Tracker to see how retailers are creating unique games and environments for the platform.
Gaming platforms are dynamic digital watering holes that actively engage consumers in both structured and unstructured play. Built upon core gamification strategies, including challenges and reward-based systems, they encourage healthy competition, collaboration, and creativity.
Group chat platforms, meanwhile, go beyond the somewhat transactional “talk-and-respond” flow of social media by encouraging authentic community building, knowledge sharing, and even co-creation. Discord and Reddit give us the chance to connect with people who have the same interests, passions, and desires as we do, no matter how niche or obscure they may be.
Fandom as a Form of Currency
For younger consumers, avatars aren’t just digital copies of their physical selves. They are vehicles for self-expression and unbridled creativity. According to research from Wunderman Thompson, 76% of “metaverse users” in the US, UK, and China said their avatars better convey their unique individuality.
Digital platforms and communities are rising to the occasion by giving merchants the creative palette to design and monetize “skins.” Skins are digital replicas of existing products, or in some cases, completely new designs crafted by the brand or creator partners. Players can purchase these skins to build their digital wardrobes and customize avatars based on their moods and preferences.
In some cases, digital goods help showcase players’ connection to different fandoms, whether that be a certain musician, film, or creator. They don’t just want to consume culture; they want to participate in it. That means engaging in experiences powered by the brands and creators they love, and by digitally “peacocking” their fandom whenever and wherever possible. As a result, brands ranging from Alo Yoga to NARS, H&M, and Clarks have created avatar items to drive game engagement, spark FOMO, and generate sales.
Fandom can be cultivated through social media, too. Arguably, it is where fandom-driven commerce really got its start via influencer marketing and the later rise of influencer-founded brands.
Creators-turned-entrepreneurs like MrBeast prove that anyone can be a brand. Social media is what ultimately supports a brand’s development, growth, and monetization through new commerce functionality, especially since most Gen Z consumers are now regularly buying things on these platforms. This phenomenon is evolving beyond traditional influencer marketing into a full-fledged brand-building strategy, and major retailers are taking notice.
“We’re seeing a major evolution in how creators monetize their reach,” Norris said. “It’s not just about affiliate links anymore. Today’s creators are launching entire product lines, like Kim Kardashian’s SKIMS or Kourtney Kardashian’s Poosh, and building dedicated audiences that rival legacy brands. And increasingly, major retailers are leaning into this creator economy through high-impact collaborations. Look at Logan Paul and KSI’s Prime partnering with The Vitamin Shoppe; it’s a clear signal that influence and shelf space are no longer mutually exclusive.”
Participation as the New Premium
Fandom and culture are intrinsically linked. A Minecraft Movie is a great example to illustrate this idea. Minecraft players largely skew towards the young side of Gen Z, but Gen Alpha is discovering this game in greater numbers thanks to the growing popularity of YouTube gaming accounts. And this growing (and highly engaged) community of players was extremely excited to see their favorite game come to the big screen.
The hype surrounding A Minecraft Movie quickly made it a “golden goose” for retail extensions and collaborations, from exclusive product releases led by Mattel and Hasbro to special McDonald’s meals, and even a special Hero Pack in the game that allows people to “dress” like their favorite characters.
Upon the movie’s official release, kids dragged their parents and friends to theaters to watch, scream, and throw popcorn at the screen. It was their moment to participate in a significant cultural moment connected to their fandom. It was also a way for them to become social media chaos agents and partake in meme culture.
Brands don’t have to wait for major cultural moments like A Minecraft Movie to connect meaningfully and contextually with young consumers. By actively creating content, products, and experiences that align with relevant cultural figures and trends, brands can embed themselves into algorithm-powered conversations already happening online.
“This is no longer about assortment for assortment’s sake,” Norris said. “To resonate with younger consumers, a brand’s product lineup must do more than just fill shelves.”
Norris added that retailers’ product lines need to spark conversation, signal cultural awareness, and reinforce identity. Logicbroker has found that the most effective assortments today are those that stand for something, rather than merely satisfying a demand. These assortments have a point of view and are intentionally curated to reflect not just what’s trending, but why it matters to a community.
When done right, these assortments become a catalyst for fandom while deepening loyalty, generating buzz, and reinforcing trust with a consumer base that prizes authenticity and relevance above all.
This strategy will only become more effective as Gen Z and Gen Alpha consumers increasingly rely on tools like ChatGPT and Perplexity to gather information. Whether they’re looking for insight or inspiration, young consumers trust these platforms to aggregate the best and most accurate information for their needs. Every prompt receives a timely and contextual response, and in some cases, products are added to the conversation. Plus, seven out of ten Gen Z consumers say they have used AI specifically to shop online. To be part of these commerce moments, brands should find ways to incorporate what’s trending into their product descriptions, social posts, and visual content.
Alternatively, brands can simply power these AI shopping experiences themselves, a new era of commerce that’s already underway. LLMs are projected to influence over $260 billion in online sales during the upcoming holiday season. With major AI platforms announcing plans to become fully shoppable, this isn’t just another emerging trend. It marks a fundamental change in how brands must approach digital commerce.
“Traditional SEO and plug-and-play integrations no longer work in an LLM-powered environment. If your brand is not optimized for discoverability within real-time prompts, you will be invisible. Gen Z and Gen Alpha are already relying on AI tools to research, compare, and even purchase products. The brands that succeed will be the ones that rebuild their strategies around AI from the start.”
— Steve Norris, Logicbroker
These platforms do not operate like search engines. They rely on structured product data, API-first infrastructure, and contextual relevance to deliver timely and accurate results. Legacy commerce systems often cannot move fast enough or provide the depth of data required to meet these expectations. To stay visible and competitive, brands will need to evolve their sales, marketing, and technical ecosystems to support this new AI-driven model of discovery and conversion.
Conclusion
Social media, gaming, and other digital playgrounds are empowering young consumers to find community and find themselves. Gen Z and Gen Alpha are ever-inspired by these spaces and, in turn, are seeking more creative and collaborative ways to connect with brands.
In the new era of commerce, it’s not just about enabling commerce everywhere. It’s about creating spaces for active participation and co-creation, with commerce being an authentic byproduct of the experience.
It’s time for you to not just think about how you can win the conversion. It’s about how you can create a “moment ready supply
“We must engage the emerging consumer.”
It’s been a mandate for brand leaders across generations: unobtainium for maintaining relevance and driving market share.
But there is something particularly unique about Gen Z and Gen Alpha that commands retailers’ time and attention. It’s not just tied to the way they fluidly use technology to shop. It’s how they use digital tools and channels to find value and meaning in their everyday lives.
The oldest of Gen Z are 30, while the youngest are 16. In many ways, they are the transitional generation, serving as the connecting point between Gen Y (millennials) and Gen Alpha. While millennials had one foot in the analog world and one in the digital world, Gen Z was completely immersed in the dot-com era.
They grew up with household internet access. Receiving packages from Amazon was the norm. Connection and communication were progressively done through digital channels. That’s why, in many ways, they are the literal and figurative older sibling of Gen Alpha. And together, they are shaping the future of both culture and commerce.
Both Gen Z and Alpha are forming relationships with brands through social media. They’ve come to expect the speed and seamlessness of eCommerce, and thanks to buy now, pay later (BNPL) tools, they have the power to immediately purchase something they want… even if they can’t actually afford it.
But these younger consumers aren’t just shaping new standards around convenience. Those behavioral insights merely fuel short-term tactical decisions. It is their use of social media and gaming platforms that is driving a seismic shift in how brands should present themselves in digital spaces. Instagram and TikTok are vehicles for creative exploration and idea-sharing. Gaming platforms like Roblox are tools for self-expression and escapism.
For younger demographics, eCommerce isn’t just a vehicle for “getting stuff done.” Templated websites and linear checkout flows are bland and uninspiring. These digitally native and highly creative individuals want to actively participate in the communities and fandoms they love. Commerce is merely a complementary part of that much larger, more meaningful goal. At a basic level, they’re encouraging brands to rethink the role commerce can have in their lives.
In the minds of Gen Z and Gen Alpha, inspiration and transaction are indistinguishable. According to a 2025 Gen Z commerce behavior study, 68% reported that they now discover new products through social media platforms like TikTok and Instagram, and more than half have used in-app purchase buttons to immediately buy within those same environments. This marks a significant shift away from traditional eCommerce pathways, favoring frictionless, in-feed commerce powered by influence, entertainment, and relevance.
This shift in consumer expectations is already reshaping how brands think about digital infrastructure. Steve Norris, Vice President of Digital Commerce at Logicbroker, a leading platform for enterprise dropship and marketplace enablement, sees this moment as a call to action for retailers.
“We’re entering a phase where younger consumers expect commerce to be completely embedded in their digital lives,” Norris said. “It’s not just about optimizing a checkout flow anymore. If a product catches their eye in a TikTok, a group chat, or even an AI-generated recommendation, they expect to act on that moment instantly, as their desire for the product drops every moment they are surfing the web. For retailers, enabling commerce at the point of inspiration, whether through social platforms, creator partnerships, or AI integrations, is quickly becoming table stakes.”
When Pixels Become People
Young consumers have grown up tethered to technology, with 85% of Gen Z and Gen Alpha consumers having access to smartphones at home. Despite being able to call or text anyone at a moment’s notice, they are feeling lonelier and more isolated than ever.
They’re attempting to combat these feelings by forming their own tribes on community-powered platforms, ranging from social networks to gaming platforms and even streaming and group chat channels like Twitch and Discord. Their digital and physical lives are intertwined, which means they’re not only using their digital devices to chat with friends; they’re using them to form new bonds.
Gaming platforms such as Roblox and Fortnite are especially core to these emerging cohorts. Up to 79% of the overall population are considered “game enthusiasts,” but Gen Z (90%) and Gen Alpha (94%) are more likely to fall into this category. And thanks to multiplayer, co-creation spaces like Minecraft, they’re finding community and a sense of belonging in these virtual environments.
In 2024, Roblox hit 380 million monthly active users, up from 300 million in May 2023. Check out our Roblox Activation Tracker to see how retailers are creating unique games and environments for the platform.
Gaming platforms are dynamic digital watering holes that actively engage consumers in both structured and unstructured play. Built upon core gamification strategies, including challenges and reward-based systems, they encourage healthy competition, collaboration, and creativity.
Group chat platforms, meanwhile, go beyond the somewhat transactional “talk-and-respond” flow of social media by encouraging authentic community building, knowledge sharing, and even co-creation. Discord and Reddit give us the chance to connect with people who have the same interests, passions, and desires as we do, no matter how niche or obscure they may be.
Fandom as a Form of Currency
For younger consumers, avatars aren’t just digital copies of their physical selves. They are vehicles for self-expression and unbridled creativity. According to research from Wunderman Thompson, 76% of “metaverse users” in the US, UK, and China said their avatars better convey their unique individuality.
Digital platforms and communities are rising to the occasion by giving merchants the creative palette to design and monetize “skins.” Skins are digital replicas of existing products, or in some cases, completely new designs crafted by the brand or creator partners. Players can purchase these skins to build their digital wardrobes and customize avatars based on their moods and preferences.
In some cases, digital goods help showcase players’ connection to different fandoms, whether that be a certain musician, film, or creator. They don’t just want to consume culture; they want to participate in it. That means engaging in experiences powered by the brands and creators they love, and by digitally “peacocking” their fandom whenever and wherever possible. As a result, brands ranging from Alo Yoga to NARS, H&M, and Clarks have created avatar items to drive game engagement, spark FOMO, and generate sales.
Fandom can be cultivated through social media, too. Arguably, it is where fandom-driven commerce really got its start via influencer marketing and the later rise of influencer-founded brands.
Creators-turned-entrepreneurs like MrBeast prove that anyone can be a brand. Social media is what ultimately supports a brand’s development, growth, and monetization through new commerce functionality, especially since most Gen Z consumers are now regularly buying things on these platforms. This phenomenon is evolving beyond traditional influencer marketing into a full-fledged brand-building strategy, and major retailers are taking notice.
“We’re seeing a major evolution in how creators monetize their reach,” Norris said. “It’s not just about affiliate links anymore. Today’s creators are launching entire product lines, like Kim Kardashian’s SKIMS or Kourtney Kardashian’s Poosh, and building dedicated audiences that rival legacy brands. And increasingly, major retailers are leaning into this creator economy through high-impact collaborations. Look at Logan Paul and KSI’s Prime partnering with The Vitamin Shoppe; it’s a clear signal that influence and shelf space are no longer mutually exclusive.”
Participation as the New Premium
Fandom and culture are intrinsically linked. A Minecraft Movie is a great example to illustrate this idea. Minecraft players largely skew towards the young side of Gen Z, but Gen Alpha is discovering this game in greater numbers thanks to the growing popularity of YouTube gaming accounts. And this growing (and highly engaged) community of players was extremely excited to see their favorite game come to the big screen.
The hype surrounding A Minecraft Movie quickly made it a “golden goose” for retail extensions and collaborations, from exclusive product releases led by Mattel and Hasbro to special McDonald’s meals, and even a special Hero Pack in the game that allows people to “dress” like their favorite characters.
Upon the movie’s official release, kids dragged their parents and friends to theaters to watch, scream, and throw popcorn at the screen. It was their moment to participate in a significant cultural moment connected to their fandom. It was also a way for them to become social media chaos agents and partake in meme culture.
Brands don’t have to wait for major cultural moments like A Minecraft Movie to connect meaningfully and contextually with young consumers. By actively creating content, products, and experiences that align with relevant cultural figures and trends, brands can embed themselves into algorithm-powered conversations already happening online.
“This is no longer about assortment for assortment’s sake,” Norris said. “To resonate with younger consumers, a brand’s product lineup must do more than just fill shelves.”
Norris added that retailers’ product lines need to spark conversation, signal cultural awareness, and reinforce identity. Logicbroker has found that the most effective assortments today are those that stand for something, rather than merely satisfying a demand. These assortments have a point of view and are intentionally curated to reflect not just what’s trending, but why it matters to a community.
When done right, these assortments become a catalyst for fandom while deepening loyalty, generating buzz, and reinforcing trust with a consumer base that prizes authenticity and relevance above all.
This strategy will only become more effective as Gen Z and Gen Alpha consumers increasingly rely on tools like ChatGPT and Perplexity to gather information. Whether they’re looking for insight or inspiration, young consumers trust these platforms to aggregate the best and most accurate information for their needs. Every prompt receives a timely and contextual response, and in some cases, products are added to the conversation. Plus, seven out of ten Gen Z consumers say they have used AI specifically to shop online. To be part of these commerce moments, brands should find ways to incorporate what’s trending into their product descriptions, social posts, and visual content.
Alternatively, brands can simply power these AI shopping experiences themselves, a new era of commerce that’s already underway. LLMs are projected to influence over $260 billion in online sales during the upcoming holiday season. With major AI platforms announcing plans to become fully shoppable, this isn’t just another emerging trend. It marks a fundamental change in how brands must approach digital commerce.
“Traditional SEO and plug-and-play integrations no longer work in an LLM-powered environment. If your brand is not optimized for discoverability within real-time prompts, you will be invisible. Gen Z and Gen Alpha are already relying on AI tools to research, compare, and even purchase products. The brands that succeed will be the ones that rebuild their strategies around AI from the start.”
— Steve Norris, Logicbroker
These platforms do not operate like search engines. They rely on structured product data, API-first infrastructure, and contextual relevance to deliver timely and accurate results. Legacy commerce systems often cannot move fast enough or provide the depth of data required to meet these expectations. To stay visible and competitive, brands will need to evolve their sales, marketing, and technical ecosystems to support this new AI-driven model of discovery and conversion.
Conclusion
Social media, gaming, and other digital playgrounds are empowering young consumers to find community and find themselves. Gen Z and Gen Alpha are ever-inspired by these spaces and, in turn, are seeking more creative and collaborative ways to connect with brands.
In the new era of commerce, it’s not just about enabling commerce everywhere. It’s about creating spaces for active participation and co-creation, with commerce being an authentic byproduct of the experience.
It’s time for you to not just think about how you can win the conversion. It’s about how you can create a “moment ready supply
“We must engage the emerging consumer.”
It’s been a mandate for brand leaders across generations: unobtainium for maintaining relevance and driving market share.
But there is something particularly unique about Gen Z and Gen Alpha that commands retailers’ time and attention. It’s not just tied to the way they fluidly use technology to shop. It’s how they use digital tools and channels to find value and meaning in their everyday lives.
The oldest of Gen Z are 30, while the youngest are 16. In many ways, they are the transitional generation, serving as the connecting point between Gen Y (millennials) and Gen Alpha. While millennials had one foot in the analog world and one in the digital world, Gen Z was completely immersed in the dot-com era.
They grew up with household internet access. Receiving packages from Amazon was the norm. Connection and communication were progressively done through digital channels. That’s why, in many ways, they are the literal and figurative older sibling of Gen Alpha. And together, they are shaping the future of both culture and commerce.
Both Gen Z and Alpha are forming relationships with brands through social media. They’ve come to expect the speed and seamlessness of eCommerce, and thanks to buy now, pay later (BNPL) tools, they have the power to immediately purchase something they want… even if they can’t actually afford it.
But these younger consumers aren’t just shaping new standards around convenience. Those behavioral insights merely fuel short-term tactical decisions. It is their use of social media and gaming platforms that is driving a seismic shift in how brands should present themselves in digital spaces. Instagram and TikTok are vehicles for creative exploration and idea-sharing. Gaming platforms like Roblox are tools for self-expression and escapism.
For younger demographics, eCommerce isn’t just a vehicle for “getting stuff done.” Templated websites and linear checkout flows are bland and uninspiring. These digitally native and highly creative individuals want to actively participate in the communities and fandoms they love. Commerce is merely a complementary part of that much larger, more meaningful goal. At a basic level, they’re encouraging brands to rethink the role commerce can have in their lives.
In the minds of Gen Z and Gen Alpha, inspiration and transaction are indistinguishable. According to a 2025 Gen Z commerce behavior study, 68% reported that they now discover new products through social media platforms like TikTok and Instagram, and more than half have used in-app purchase buttons to immediately buy within those same environments. This marks a significant shift away from traditional eCommerce pathways, favoring frictionless, in-feed commerce powered by influence, entertainment, and relevance.
This shift in consumer expectations is already reshaping how brands think about digital infrastructure. Steve Norris, Vice President of Digital Commerce at Logicbroker, a leading platform for enterprise dropship and marketplace enablement, sees this moment as a call to action for retailers.
“We’re entering a phase where younger consumers expect commerce to be completely embedded in their digital lives,” Norris said. “It’s not just about optimizing a checkout flow anymore. If a product catches their eye in a TikTok, a group chat, or even an AI-generated recommendation, they expect to act on that moment instantly, as their desire for the product drops every moment they are surfing the web. For retailers, enabling commerce at the point of inspiration, whether through social platforms, creator partnerships, or AI integrations, is quickly becoming table stakes.”
When Pixels Become People
Young consumers have grown up tethered to technology, with 85% of Gen Z and Gen Alpha consumers having access to smartphones at home. Despite being able to call or text anyone at a moment’s notice, they are feeling lonelier and more isolated than ever.
They’re attempting to combat these feelings by forming their own tribes on community-powered platforms, ranging from social networks to gaming platforms and even streaming and group chat channels like Twitch and Discord. Their digital and physical lives are intertwined, which means they’re not only using their digital devices to chat with friends; they’re using them to form new bonds.
Gaming platforms such as Roblox and Fortnite are especially core to these emerging cohorts. Up to 79% of the overall population are considered “game enthusiasts,” but Gen Z (90%) and Gen Alpha (94%) are more likely to fall into this category. And thanks to multiplayer, co-creation spaces like Minecraft, they’re finding community and a sense of belonging in these virtual environments.
In 2024, Roblox hit 380 million monthly active users, up from 300 million in May 2023. Check out our Roblox Activation Tracker to see how retailers are creating unique games and environments for the platform.
Gaming platforms are dynamic digital watering holes that actively engage consumers in both structured and unstructured play. Built upon core gamification strategies, including challenges and reward-based systems, they encourage healthy competition, collaboration, and creativity.
Group chat platforms, meanwhile, go beyond the somewhat transactional “talk-and-respond” flow of social media by encouraging authentic community building, knowledge sharing, and even co-creation. Discord and Reddit give us the chance to connect with people who have the same interests, passions, and desires as we do, no matter how niche or obscure they may be.
Fandom as a Form of Currency
For younger consumers, avatars aren’t just digital copies of their physical selves. They are vehicles for self-expression and unbridled creativity. According to research from Wunderman Thompson, 76% of “metaverse users” in the US, UK, and China said their avatars better convey their unique individuality.
Digital platforms and communities are rising to the occasion by giving merchants the creative palette to design and monetize “skins.” Skins are digital replicas of existing products, or in some cases, completely new designs crafted by the brand or creator partners. Players can purchase these skins to build their digital wardrobes and customize avatars based on their moods and preferences.
In some cases, digital goods help showcase players’ connection to different fandoms, whether that be a certain musician, film, or creator. They don’t just want to consume culture; they want to participate in it. That means engaging in experiences powered by the brands and creators they love, and by digitally “peacocking” their fandom whenever and wherever possible. As a result, brands ranging from Alo Yoga to NARS, H&M, and Clarks have created avatar items to drive game engagement, spark FOMO, and generate sales.
Fandom can be cultivated through social media, too. Arguably, it is where fandom-driven commerce really got its start via influencer marketing and the later rise of influencer-founded brands.
Creators-turned-entrepreneurs like MrBeast prove that anyone can be a brand. Social media is what ultimately supports a brand’s development, growth, and monetization through new commerce functionality, especially since most Gen Z consumers are now regularly buying things on these platforms. This phenomenon is evolving beyond traditional influencer marketing into a full-fledged brand-building strategy, and major retailers are taking notice.
“We’re seeing a major evolution in how creators monetize their reach,” Norris said. “It’s not just about affiliate links anymore. Today’s creators are launching entire product lines, like Kim Kardashian’s SKIMS or Kourtney Kardashian’s Poosh, and building dedicated audiences that rival legacy brands. And increasingly, major retailers are leaning into this creator economy through high-impact collaborations. Look at Logan Paul and KSI’s Prime partnering with The Vitamin Shoppe; it’s a clear signal that influence and shelf space are no longer mutually exclusive.”
Participation as the New Premium
Fandom and culture are intrinsically linked. A Minecraft Movie is a great example to illustrate this idea. Minecraft players largely skew towards the young side of Gen Z, but Gen Alpha is discovering this game in greater numbers thanks to the growing popularity of YouTube gaming accounts. And this growing (and highly engaged) community of players was extremely excited to see their favorite game come to the big screen.
The hype surrounding A Minecraft Movie quickly made it a “golden goose” for retail extensions and collaborations, from exclusive product releases led by Mattel and Hasbro to special McDonald’s meals, and even a special Hero Pack in the game that allows people to “dress” like their favorite characters.
Upon the movie’s official release, kids dragged their parents and friends to theaters to watch, scream, and throw popcorn at the screen. It was their moment to participate in a significant cultural moment connected to their fandom. It was also a way for them to become social media chaos agents and partake in meme culture.
Brands don’t have to wait for major cultural moments like A Minecraft Movie to connect meaningfully and contextually with young consumers. By actively creating content, products, and experiences that align with relevant cultural figures and trends, brands can embed themselves into algorithm-powered conversations already happening online.
“This is no longer about assortment for assortment’s sake,” Norris said. “To resonate with younger consumers, a brand’s product lineup must do more than just fill shelves.”
Norris added that retailers’ product lines need to spark conversation, signal cultural awareness, and reinforce identity. Logicbroker has found that the most effective assortments today are those that stand for something, rather than merely satisfying a demand. These assortments have a point of view and are intentionally curated to reflect not just what’s trending, but why it matters to a community.
When done right, these assortments become a catalyst for fandom while deepening loyalty, generating buzz, and reinforcing trust with a consumer base that prizes authenticity and relevance above all.
This strategy will only become more effective as Gen Z and Gen Alpha consumers increasingly rely on tools like ChatGPT and Perplexity to gather information. Whether they’re looking for insight or inspiration, young consumers trust these platforms to aggregate the best and most accurate information for their needs. Every prompt receives a timely and contextual response, and in some cases, products are added to the conversation. Plus, seven out of ten Gen Z consumers say they have used AI specifically to shop online. To be part of these commerce moments, brands should find ways to incorporate what’s trending into their product descriptions, social posts, and visual content.
Alternatively, brands can simply power these AI shopping experiences themselves, a new era of commerce that’s already underway. LLMs are projected to influence over $260 billion in online sales during the upcoming holiday season. With major AI platforms announcing plans to become fully shoppable, this isn’t just another emerging trend. It marks a fundamental change in how brands must approach digital commerce.
“Traditional SEO and plug-and-play integrations no longer work in an LLM-powered environment. If your brand is not optimized for discoverability within real-time prompts, you will be invisible. Gen Z and Gen Alpha are already relying on AI tools to research, compare, and even purchase products. The brands that succeed will be the ones that rebuild their strategies around AI from the start.”
— Steve Norris, Logicbroker
These platforms do not operate like search engines. They rely on structured product data, API-first infrastructure, and contextual relevance to deliver timely and accurate results. Legacy commerce systems often cannot move fast enough or provide the depth of data required to meet these expectations. To stay visible and competitive, brands will need to evolve their sales, marketing, and technical ecosystems to support this new AI-driven model of discovery and conversion.
Conclusion
Social media, gaming, and other digital playgrounds are empowering young consumers to find community and find themselves. Gen Z and Gen Alpha are ever-inspired by these spaces and, in turn, are seeking more creative and collaborative ways to connect with brands.
In the new era of commerce, it’s not just about enabling commerce everywhere. It’s about creating spaces for active participation and co-creation, with commerce being an authentic byproduct of the experience.
It’s time for you to not just think about how you can win the conversion. It’s about how you can create a “moment ready supply
“We must engage the emerging consumer.”
It’s been a mandate for brand leaders across generations: unobtainium for maintaining relevance and driving market share.
But there is something particularly unique about Gen Z and Gen Alpha that commands retailers’ time and attention. It’s not just tied to the way they fluidly use technology to shop. It’s how they use digital tools and channels to find value and meaning in their everyday lives.
The oldest of Gen Z are 30, while the youngest are 16. In many ways, they are the transitional generation, serving as the connecting point between Gen Y (millennials) and Gen Alpha. While millennials had one foot in the analog world and one in the digital world, Gen Z was completely immersed in the dot-com era.
They grew up with household internet access. Receiving packages from Amazon was the norm. Connection and communication were progressively done through digital channels. That’s why, in many ways, they are the literal and figurative older sibling of Gen Alpha. And together, they are shaping the future of both culture and commerce.
Both Gen Z and Alpha are forming relationships with brands through social media. They’ve come to expect the speed and seamlessness of eCommerce, and thanks to buy now, pay later (BNPL) tools, they have the power to immediately purchase something they want… even if they can’t actually afford it.
But these younger consumers aren’t just shaping new standards around convenience. Those behavioral insights merely fuel short-term tactical decisions. It is their use of social media and gaming platforms that is driving a seismic shift in how brands should present themselves in digital spaces. Instagram and TikTok are vehicles for creative exploration and idea-sharing. Gaming platforms like Roblox are tools for self-expression and escapism.
For younger demographics, eCommerce isn’t just a vehicle for “getting stuff done.” Templated websites and linear checkout flows are bland and uninspiring. These digitally native and highly creative individuals want to actively participate in the communities and fandoms they love. Commerce is merely a complementary part of that much larger, more meaningful goal. At a basic level, they’re encouraging brands to rethink the role commerce can have in their lives.
In the minds of Gen Z and Gen Alpha, inspiration and transaction are indistinguishable. According to a 2025 Gen Z commerce behavior study, 68% reported that they now discover new products through social media platforms like TikTok and Instagram, and more than half have used in-app purchase buttons to immediately buy within those same environments. This marks a significant shift away from traditional eCommerce pathways, favoring frictionless, in-feed commerce powered by influence, entertainment, and relevance.
This shift in consumer expectations is already reshaping how brands think about digital infrastructure. Steve Norris, Vice President of Digital Commerce at Logicbroker, a leading platform for enterprise dropship and marketplace enablement, sees this moment as a call to action for retailers.
“We’re entering a phase where younger consumers expect commerce to be completely embedded in their digital lives,” Norris said. “It’s not just about optimizing a checkout flow anymore. If a product catches their eye in a TikTok, a group chat, or even an AI-generated recommendation, they expect to act on that moment instantly, as their desire for the product drops every moment they are surfing the web. For retailers, enabling commerce at the point of inspiration, whether through social platforms, creator partnerships, or AI integrations, is quickly becoming table stakes.”
When Pixels Become People
Young consumers have grown up tethered to technology, with 85% of Gen Z and Gen Alpha consumers having access to smartphones at home. Despite being able to call or text anyone at a moment’s notice, they are feeling lonelier and more isolated than ever.
They’re attempting to combat these feelings by forming their own tribes on community-powered platforms, ranging from social networks to gaming platforms and even streaming and group chat channels like Twitch and Discord. Their digital and physical lives are intertwined, which means they’re not only using their digital devices to chat with friends; they’re using them to form new bonds.
Gaming platforms such as Roblox and Fortnite are especially core to these emerging cohorts. Up to 79% of the overall population are considered “game enthusiasts,” but Gen Z (90%) and Gen Alpha (94%) are more likely to fall into this category. And thanks to multiplayer, co-creation spaces like Minecraft, they’re finding community and a sense of belonging in these virtual environments.
In 2024, Roblox hit 380 million monthly active users, up from 300 million in May 2023. Check out our Roblox Activation Tracker to see how retailers are creating unique games and environments for the platform.
Gaming platforms are dynamic digital watering holes that actively engage consumers in both structured and unstructured play. Built upon core gamification strategies, including challenges and reward-based systems, they encourage healthy competition, collaboration, and creativity.
Group chat platforms, meanwhile, go beyond the somewhat transactional “talk-and-respond” flow of social media by encouraging authentic community building, knowledge sharing, and even co-creation. Discord and Reddit give us the chance to connect with people who have the same interests, passions, and desires as we do, no matter how niche or obscure they may be.
Fandom as a Form of Currency
For younger consumers, avatars aren’t just digital copies of their physical selves. They are vehicles for self-expression and unbridled creativity. According to research from Wunderman Thompson, 76% of “metaverse users” in the US, UK, and China said their avatars better convey their unique individuality.
Digital platforms and communities are rising to the occasion by giving merchants the creative palette to design and monetize “skins.” Skins are digital replicas of existing products, or in some cases, completely new designs crafted by the brand or creator partners. Players can purchase these skins to build their digital wardrobes and customize avatars based on their moods and preferences.
In some cases, digital goods help showcase players’ connection to different fandoms, whether that be a certain musician, film, or creator. They don’t just want to consume culture; they want to participate in it. That means engaging in experiences powered by the brands and creators they love, and by digitally “peacocking” their fandom whenever and wherever possible. As a result, brands ranging from Alo Yoga to NARS, H&M, and Clarks have created avatar items to drive game engagement, spark FOMO, and generate sales.
Fandom can be cultivated through social media, too. Arguably, it is where fandom-driven commerce really got its start via influencer marketing and the later rise of influencer-founded brands.
Creators-turned-entrepreneurs like MrBeast prove that anyone can be a brand. Social media is what ultimately supports a brand’s development, growth, and monetization through new commerce functionality, especially since most Gen Z consumers are now regularly buying things on these platforms. This phenomenon is evolving beyond traditional influencer marketing into a full-fledged brand-building strategy, and major retailers are taking notice.
“We’re seeing a major evolution in how creators monetize their reach,” Norris said. “It’s not just about affiliate links anymore. Today’s creators are launching entire product lines, like Kim Kardashian’s SKIMS or Kourtney Kardashian’s Poosh, and building dedicated audiences that rival legacy brands. And increasingly, major retailers are leaning into this creator economy through high-impact collaborations. Look at Logan Paul and KSI’s Prime partnering with The Vitamin Shoppe; it’s a clear signal that influence and shelf space are no longer mutually exclusive.”
Participation as the New Premium
Fandom and culture are intrinsically linked. A Minecraft Movie is a great example to illustrate this idea. Minecraft players largely skew towards the young side of Gen Z, but Gen Alpha is discovering this game in greater numbers thanks to the growing popularity of YouTube gaming accounts. And this growing (and highly engaged) community of players was extremely excited to see their favorite game come to the big screen.
The hype surrounding A Minecraft Movie quickly made it a “golden goose” for retail extensions and collaborations, from exclusive product releases led by Mattel and Hasbro to special McDonald’s meals, and even a special Hero Pack in the game that allows people to “dress” like their favorite characters.
Upon the movie’s official release, kids dragged their parents and friends to theaters to watch, scream, and throw popcorn at the screen. It was their moment to participate in a significant cultural moment connected to their fandom. It was also a way for them to become social media chaos agents and partake in meme culture.
Brands don’t have to wait for major cultural moments like A Minecraft Movie to connect meaningfully and contextually with young consumers. By actively creating content, products, and experiences that align with relevant cultural figures and trends, brands can embed themselves into algorithm-powered conversations already happening online.
“This is no longer about assortment for assortment’s sake,” Norris said. “To resonate with younger consumers, a brand’s product lineup must do more than just fill shelves.”
Norris added that retailers’ product lines need to spark conversation, signal cultural awareness, and reinforce identity. Logicbroker has found that the most effective assortments today are those that stand for something, rather than merely satisfying a demand. These assortments have a point of view and are intentionally curated to reflect not just what’s trending, but why it matters to a community.
When done right, these assortments become a catalyst for fandom while deepening loyalty, generating buzz, and reinforcing trust with a consumer base that prizes authenticity and relevance above all.
This strategy will only become more effective as Gen Z and Gen Alpha consumers increasingly rely on tools like ChatGPT and Perplexity to gather information. Whether they’re looking for insight or inspiration, young consumers trust these platforms to aggregate the best and most accurate information for their needs. Every prompt receives a timely and contextual response, and in some cases, products are added to the conversation. Plus, seven out of ten Gen Z consumers say they have used AI specifically to shop online. To be part of these commerce moments, brands should find ways to incorporate what’s trending into their product descriptions, social posts, and visual content.
Alternatively, brands can simply power these AI shopping experiences themselves, a new era of commerce that’s already underway. LLMs are projected to influence over $260 billion in online sales during the upcoming holiday season. With major AI platforms announcing plans to become fully shoppable, this isn’t just another emerging trend. It marks a fundamental change in how brands must approach digital commerce.
“Traditional SEO and plug-and-play integrations no longer work in an LLM-powered environment. If your brand is not optimized for discoverability within real-time prompts, you will be invisible. Gen Z and Gen Alpha are already relying on AI tools to research, compare, and even purchase products. The brands that succeed will be the ones that rebuild their strategies around AI from the start.”
— Steve Norris, Logicbroker
These platforms do not operate like search engines. They rely on structured product data, API-first infrastructure, and contextual relevance to deliver timely and accurate results. Legacy commerce systems often cannot move fast enough or provide the depth of data required to meet these expectations. To stay visible and competitive, brands will need to evolve their sales, marketing, and technical ecosystems to support this new AI-driven model of discovery and conversion.
Conclusion
Social media, gaming, and other digital playgrounds are empowering young consumers to find community and find themselves. Gen Z and Gen Alpha are ever-inspired by these spaces and, in turn, are seeking more creative and collaborative ways to connect with brands.
In the new era of commerce, it’s not just about enabling commerce everywhere. It’s about creating spaces for active participation and co-creation, with commerce being an authentic byproduct of the experience.
It’s time for you to not just think about how you can win the conversion. It’s about how you can create a “moment ready supply
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