Gen Z Discovers Hidden Gem: Facebook Marketplace

Marketplace, a platform for buying and selling items in the local community, is gaining popularity among Gen Z looking for affordable ways to furnish their homes or refresh their wardrobes. It’s a significant departure from typical Generation Z behavior, which usually avoids Facebook as a social platform. Instead, they are drawn to the practicality of Marketplace and the opportunity to find secondhand and vintage items for a fraction of retail prices.

Economic reasons are one of the main factors why the C2C segment is gaining popularity. However, ecology is also important for young people, which platforms like TikTok are responding to. Meta is equally aware of Marketplace’s potential to attract younger users, and has strategically reoriented Facebook to appeal more to the 18 to 29 age group.

As reported by Business Insider, according to Meta’s CFO Susan Li, Marketplace is a significant driver of this growth. The platform’s success lies in the combination of safety – users must have a Facebook account to trade – and its appeal as a digital version of a garage sale, where bargain shopping is the order of the day.

CEO Mark Zuckerberg acknowledged that Facebook’s original user base, which included teenagers and young adults, has moved to other platforms. However, with the growing popularity of Marketplace, Meta is beginning to change this trend, with Zuckerberg expressing satisfaction with the progress in attracting young adults back to the platform.

“I’m particularly pleased with the progress we’ve made with young people on Facebook. The numbers we’re seeing, especially in the US, really contradict the public opinion about who uses this app,” Zuckerberg said.

For e-commerce professionals, the growing popularity of Facebook Marketplace among young consumers is a surprising but welcome opportunity. Facebook is the most popular platform for Social Commerce – more than 1.2 billion online shoppers use Marketplace every month. Moreover, a significant portion of users comes from younger demographic groups. This makes it an ideal channel for businesses targeting Generation Z consumers.

To fully capitalize on this trend, e-commerce businesses should consider including Marketplace in their marketing strategy. Dusting off ad display on Facebook Marketplace is at least worth considering.

Facebook Marketplace is proving to be a powerful tool in Meta’s efforts to gain Gen Z’s attention. They are attracted by bargain shopping, unique items, and sustainability also carries weight. Understanding Generation Z’s preferences, such as their fondness for secondhand shopping, can help e-shops tailor their offerings to meet demand.

Additionally, don’t forget to include detailed product descriptions, add price negotiation options, and ensure secure transactions. These are elements that can improve the shopping experience and build trust among younger buyers.