Creators and browsing lead shoppers to discover a product. Reviews and the product page get them to purchase. In the Social Commerce Intelligence Report 2026, active browsing and search account for 26% of first discovery, ahead of creator video at 21%, but reviews plus the product page drive 44% of purchase decisions, more than double creator video's 19%.
How shoppers actually find products on social media
Two different questions in the Social Commerce Intelligence Report 2026 (how shoppers discover a product, and what actually drives the purchase decision) produce two different answers. Confusing them is an easy way to misallocate a holiday budget.
On discovery: at 26%, active browsing and searching inside the platform have the greatest impact, ahead of creator or influencer video at 21%. Shoppers aren't waiting for a creator to hand them a product. Many are finding things on their own, scrolling and searching their way into your feed. Paid ads, brand posts, and friend shares each account for smaller shares.
What actually convinces shoppers to buy
When shoppers are asked what actually influences the purchase decision, the answer shifts. Reviews and the product page combined drive 44% of purchase decisions, more than double creator videos at 19%. The creator got the shopper's attention. The reviews and the product page close the sale.
The gap that costs brands holiday sales
This is the gap that trips brands up every holiday season: pouring budget into creator partnerships for discovery while leaving the product page and review surface thin on the assumption that the creator's credibility carries all the way to checkout. It doesn't. By the time a shopper is deciding whether to complete the purchase, they're reading reviews and scrutinizing the listing. If that page doesn't hold up, the creator spend doesn't convert.
The practical move before your holiday push: audit your product pages and review coverage with the same rigor you're auditing creator content.
Frequently asked questions
Do creators or reviews drive more social commerce sales?
Reviews. Reviews and the product pages combined drive 44% of purchase decisions, versus 19% for creator video, according to the Social Commerce Intelligence Report 2026. Creator content is stronger for discovery than for closing.
What's the biggest source of product discovery on social media?
Active browsing and searching inside the platform, at 26%, ahead of creator or influencer video at 21%.
What content most influences a social commerce purchase?
Customer reviews and the product page itself, each named by 22% of shoppers as the content that most influenced their last purchase. Creator video follows at 19%, then brand ads with an offer or discount at 16% and livestream at 11%, per the Social Commerce Intelligence Report 2026.
The full discovery and purchase-influence data, including where paid ads and livestream land, is in the Social Commerce Intelligence Report 2026. The free executive summary covers the headline findings. The full report (PDF) is available at three license tiers.
ScrollSignal is an independent B2B research firm publishing original consumer research on social commerce. No platform funding. No sponsored findings. Just the data.