BY Kathy Crosett
Social commerce is poised to be the next big trend. Eager sellers work hard to pitch their products in social streams. Their efforts result in over 98% consumer awareness. But only around half of consumers have made a purchase through a social channel in the past 12 months. In particular, 7.6% of U.S. adults shop on Instagram, according to AudienceSCAN, powered by SalesFuel. What can your accounts do to build their social commerce revenue stream?
Social Media Influence on Shopping
We already know that social media works as an influencing force on shoppers. Consumers cite YouTube, Facebook and TikTok as platforms that have introduced them to a new brand or product. AudienceSCAN data shows that around 42% of consumers have taken purchase-related action as a result of a social video.
The Type of Post Matters
In a recent report, Clutch analysts distinguish between types of social posts by brands. Your accounts should consider using more than one type of post to connect with their target audience.
Sponsored Ads
Sponsored ads pop up on user feeds. If your accounts are using them, they may be rolling out a new product and they are likely trying to reach new audiences. Their offerings could be unfamiliar to the target audience. These types of posts alone likely won’t be enough to complete the sale.
Organic Posts
Organic posts come from a brand the user is intentionally following. Users already trust these brands and are interested in what the brand has to offer. They may be watching for a new product announcement or a promotion and may be willing to engage in a purchase.
Why Don’t More Consumers Participate in Social Commerce?
Despite consumer familiarity with brands, the number of people making purchases through a social media app remains low. Where are purchases being made instead? For the most part, say Clutch analysts, consumers go to the following places:
- Brand website 36%
- Amazon or other marketplaces 31%
Analysts also break out the reasons behind consumer behavior. Young consumers go to the brand website, while older consumers like online marketplaces. They attribute the older consumers’ behavior to belief in the reliability of the online marketplaces.
These consumers may have paid for a membership in the online marketplaces that allows them to obtain benefits such as free shipping.
The Trust Element
Significant numbers of consumers worry about purchasing through apps. AudienceSCAN 2025 found that 8.5% of U.S. adults either have been or worry about becoming a victim of an email or phishing scam. Fraud looms large in buyers’ minds, especially if a buyer is interacting with a brand for the first time.
Your accounts can increase social commerce sales by taking the following two steps. These practices have encouraged the following percentages of consumers to respond.
- Offering a promotion/discount code 35%
- Show consumer reviews or recommendations 31%
For example, 53.5% of social shoppers usually read reviews posted by others before they make a purchase, according to AudienceSCAN. Maintaining a review section can help your accounts sell more.
The good news is that once consumers have completed a successful social commerce transaction, 64% will continue to use this shopping format.
Prepare for the Future
Social commerce is expected to generate $80 billion in revenue this year for savvy marketers who excel in this channel, reports Shopify. Looking at the numbers another way, Shopify analysts note that 17% of online sales this year will come through social networks.
Who Buys Through Social Commerce
Shopify data shows that Gen Z is more likely than any other generation to shop through social commerce. In fact, 42% of these younger consumers will likely buy holiday gifts through their favorite social sites.
Work with your accounts to guide them on using the right sites for the right audiences. For example, Gen Zers are heavier users of TikTok. Millennials appear to be more active on Instagram.
Your accounts should also hold back from trying to appear on all social channels simultaneously. Attempting to do so will significantly increase costs and may strain the resources available for this outreach.
Conclusion
Marketers are growing their presence in the social commerce format. It may take your accounts time to gain traction in this channel. You can help them improve outcomes, perhaps by selling them OTT TV advertising. AudienceSCAN data shows that 62% of these consumers respond to streaming TV ads regularly. Often, that response includes an online search which could bring them to your account’s social commerce site.
