The days of shopping carts and checkout lines are fading fast. U.S. consumers are now making purchases with a simple scroll and a tap.
According to GRIN’s 2025 Modern Consumer Survey, 67% of Americans buy through social media at least once a month, highlighting how social media has compressed the traditional buying journey. Younger shoppers, especially Gen Z, no longer turn to Google first when discovering products. Instead, platforms like Instagram and TikTok have become the go-to sources for product discovery, with search engines now playing a secondary role.
Ryan Debenham, president of GRIN, said: “Creator content isn’t a ‘nice-to-have’ anymore; it’s a ‘must-have’ for brands looking to get and stay in front of their target buying audiences. The power of creator content has NEVER been more important for brands given the crucial role it plays in the buyer journey for the modern consumer, from raising awareness to supporting consideration to driving purchase and beyond.”
Influencers have emerged as a dominant force in the decision-making process as two-thirds of consumers report purchasing a product because an influencer recommended it. More than 50% say they trust these endorsements nearly as much as recommendations from friends and family. However, authenticity remains key: consumers are twice as likely to trust a creator who has personally purchased the product over one in a paid partnership.
Once a decision is made, shoppers want a frictionless path to purchase: 61% of consumers prefer to buy directly within social media apps, with Gen Z leading the trend at 72%. Exclusive discounts and affiliate codes also help the process, with 57% of respondents using them to snag deals and 42% more likely to complete a purchase when a creator offers a promo code.