How influencers and social media reshape teen shopping habits in 2025

A new study reveals how social media and influencers shape the online shopping habits of young people. Researchers found that children and adolescents aged 10 to 17 are heavily influenced by digital trends when buying products. The findings highlight the growing role of online platforms in their purchasing decisions. Polling firm Forsa carried out the study between 24 September and 12 October 2025. They interviewed 1,005 children and teenagers, along with one parent each. The results show that 47 percent of young people first discover products through social media ads.

Influencers also play a major part in their choices. Around 40 percent of respondents said recommendations from influencers affected their shopping. Nearly four in ten browse online shops at least weekly.

Amazon remains the most popular platform for purchases. Chinese retailers like Temu and Shein are also widely used. Clothing, shoes, and accessories are the most bought items, accounting for 66.9 percent of purchases. Among older teens, 28.5 percent of 14- to 17-year-olds shop online at least once a month.

The study identified spending patterns among young shoppers. About 12.2 percent spend up to €1,200 per year online. A small but notable group, 1.2 percent, are classified as problematic online shoppers. The research underscores the strong impact of digital advertising and influencers on youth spending. It also shows the frequency and scale of online shopping among children and teens. These insights may help parents and policymakers understand current trends in youth consumption.