Research Briefs
Browsing and creators get you found. Reviews get you bought.
Active browsing and search lead discovery at 26%, creator video at 21%. But reviews and the product page drive 44% of purchase decisions, versus 19% for creator video. Audit your product pages before the holiday push.
Read the post →Is selling on one platform enough? Your best shoppers buy on three and spend 87% more.
Shoppers active on three or more social platforms spend $337 over six months versus $180 on one. Facebook now reaches 66% of social shoppers, TikTok 65%.
Holiday shoppers have a two-day purchase window. Is one channel enough to capture them?
83% of social purchases close within two days of discovery, and 73% start unplanned. What the speed of the feed means for your holiday plan.
The last purchase decides the next one.
Very satisfied shoppers plan to buy again at 59 percent, against 21 percent of the merely satisfied. Satisfaction and trust are the growth engine in social commerce.
Which generation spends the most on social commerce?
On frequency, spend, and repurchase intent, the social commerce buyer is 35 to 44, not Gen Z, while 18 to 24 year olds report the worst experiences.
Do shoppers trust brand websites or social platforms?
Brand websites earn trust from 81 percent of shoppers. The strongest social platform trails by 32 points at 49 percent, yet shoppers spend heavily on the platforms they trust least.
Discovery and purchase have collapsed into the same moment.
73% of social commerce purchases are unplanned, and most close within hours of first exposure. The traditional purchase funnel doesn't survive contact with this data.
What 1,000 social shoppers told us about how they actually buy.
Three findings from a panel of 1,000 active US social shoppers that should change how brand marketers plan for the rest of 2026.