Shopping in the future of retail is no longer imagined as simply shopping online at e-commerce websites or using mobile apps. More and more social media platforms are turning into digital marketplaces.
According to Shopify, by 2026; 20.8% of all online retail purchases will be made through social media. This is an indicator that shopping and shopping experiences are becoming an integral part of people’s social activities.
The two primary drivers of this transition include:
- Ease of access – users have been spending a considerable amount of their time on social platforms.
- Convenience – social platforms continue to reduce barriers (friction) between product discovery and the act of making a purchase.
This trend is so important because it represents a long-term behavioral change and has shown no signs of reversing itself.
The numbers tell the story
Nearly 95 percent of Internet users use social media each month. This is important for companies because, in addition to just “reach,” this also means these people have “intent” as well as “attention,” which increases their likelihood of making a purchase.
Today, many consumers encounter both:
Brand-created content (organic)
Influencers who recommend products
Paid placements based on their interests
As a result, today many customers do everything they need from first contact to check-out within the same platform.
The blending of social and organic content with paid placements has occurred at the same time as a larger trend in how online platforms prioritize discovery, relevance and user intent; this can be seen in the way search and social platforms are merging to provide a recommendation-based experience.
Reducing friction: from discovery to purchase
Traditional online shopping generally follows this pattern:
- You see an ad or search for something
- You click through to a website
- You create an account or log in
- You add a product to cart
- You enter payment details
- You complete checkout
Each step represents an opportunity for drop-off.
Social commerce flips this experience:
- You’re already logged in.
- Your payment method may already be stored.
- You buy within the platform you were already browsing.
This seamless experience reduces friction and greatly improves the chances of spontaneous purchases.
No overnight boom — just a consistent shift
It’s important to stress that social media e-commerce isn’t a sudden revolution. It didn’t start in 2025. Instead, it has been growing gradually over years.
Before the pandemic, many consumers were hesitant about purchasing products through social feeds. But as lockdowns pushed people online, e-commerce adoption surged. Even as the world reopened, behaviour did not revert. Instead, online purchasing became more normalised.
What once felt risky — like buying from an Instagram shop or TikTok creator — now feels familiar. Features such as:
- Live-stream selling
- Marketplace product showcases
- Influencer recommendations
have all contributed to greater trust and comfort.
Constant exposure builds familiarity — and familiarity builds trust.
The role of younger generations
Demographic shifts are central to this trend. Generation Z and Generation Alpha — groups who grew up with social media — now have spending power. Unlike older cohorts who once preferred brick-and-mortar or catalogue shopping, younger consumers view social platforms as natural places to discover and buy.
They understand:
- How to navigate social platforms
- How to evaluate creators and brand pages
- How to feel safe entering payment information
That fluency reduces hesitation and speeds up purchase decisions.
2026: a peak or a milestone?
Even though projections show that 2026 could be the peak for social commerce’s percentage of online retail; the underlying behavior is not short term.
It is most likely going to continue to develop further because:
- AI develops personalized recommendation capabilities
- Native shopping integration on platforms will become deeper
- More younger consumers move to higher earning brackets
We are viewing what we see now as a trend cycle – It is a fundamental shift in how consumers want to find and purchase products.
This aligns closely with how generative and AI-driven systems increasingly reward relevance, intent, and contextual clarity.
What this means for brands
If you’re a business owner or marketer, the message is clear:
Social media isn’t just a channel to amplify your brand — it’s a place where commerce happens.
Brands that recognise this aren’t just posting content; they’re creating pathways that take users from discovery to purchase organically and seamlessly.
Some practical examples include:
- Optimised product pages within social platforms
- Live selling events and interactive Q&As
- Influencer partnerships that guide followers directly to purchase links
- Social ads that integrate “shop now” buttons
A shift worth investing in
Social media e-commerce is more than a trend — it’s a reflection of how consumer behaviour has changed. As audiences spend more time on social platforms and expect frictionless shopping, brands that adapt will have the advantage.
Whether you’re building your first social commerce strategy or refining an existing one, the key is to meet customers where they already are — and to make buying feel as natural as scrolling.
Social media can provide value to those who are willing to test, observe behavior and remove barriers (reduce friction) as opposed to adding distraction (noise). Beyond reaching an audience, they provide relevance when intent is forming in real-time.
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