The news: While social media drives discovery, it serves primarily as a path to purchase—not as the final destination.

• Over three-quarters (78%) of US consumers say their purchases are influenced by brands on social media, per Clutch’s From Scroll to Sale report.
• However, only 15% use social media platforms or apps to make direct purchases.

Platform differentiators: Each major social media network has its own specialty, suggesting consumers’ online shopping strategies aren’t linked to any one platform.

• YouTube is a top source for product discovery for half (49%) of consumers, likely due to its highly visual, review-rich format.
• Meanwhile, Facebook’s and TikTok’s built-in ecommerce tools help them lead in direct social purchases for 59% and 53% of consumers, respectively.

Sticking to the source: While these platforms play a strong role in product research, and can even persuade purchases, rising levels of online crime are causing buyer skepticism. Nearly 60% of consumers worry about scams when buying items directly on social media.

This pushes them to rely on direct sites and trusted marketplaces instead.

After seeing a product online, 31% of consumers head to Amazon or another online marketplace, while 36% go directly on a company website. However, a good deal can assuage those concerns: About one-third (35%) will buy on social media if there’s a discount available.

Building loyalty: Addressing this trust gap is essential for first purchases and for building repeat customers and brand loyalty through social commerce.

After a successful social media shopping experience, 64% of customers will return to a brand. Smooth checkout processes, fast delivery, and responsive customer service play a key role in building that trust.

Our take: The opportunity in social media commerce lies not just in driving discovery, but closing the gap between interest and action.

Brands can earn trust by:

• Setting up mechanics like secure checkout and data protection labels on websites to promote cybersecurity efforts.
• Maintaining consistency between marketing voice and website appearance to avoid confusing customers.
• Providing customer service to encourage repeat purchases.