New research from AfterShip and Ipsos sheds light on the factors shaping consumer behaviours on social commerce platforms like TikTok Shop and Instagram Shopping.
According to AfterShip’s inaugural Shopper Sentiment Report, trust and security remain key issues for many consumers, particularly when shopping through social media. While these platforms attract high engagement and inspire purchases, many shoppers still rely on established retail websites when completing transactions due to concerns over data security and platform reliability.
The report finds that 79% of Americans use social media weekly, with 63% of users finding social commerce helpful for discovering new products and trends. Yet, 76% of consumers still browse on social media but choose to purchase directly from retailers’ websites, citing trust and security as primary reasons. Specifically, 52% of shoppers express distrust in social media platforms, while 44% would consider using social commerce if these platforms felt more trustworthy and secure.
Despite these concerns, social commerce has significant traction among younger consumers, who are more open to exploring and purchasing through these channels. The report highlights that one-third (34%) of 18- to 34-year-olds shop on social media weekly, with 65% indicating they would continue to do so in the future—a strong indicator of social commerce’s growth potential. For the 35- to 54-year-old demographic, the likelihood to continue social shopping is nearly half (49%).
To address consumer hesitations, Arinze Okonkwo, Head of Customer Success at AfterShip, says, “Retailers can build trust by offering a clear post-purchase experience, with regular tracking updates and a straightforward returns policy. ” Additionally, Okonkwo suggests that authentic reviews, detailed product descriptions, and personalised recommendations on social media can help customers visualise how products fit into their lives.