The way consumers shop has changed dramatically. Social media has become the new storefront, where discovery begins, and attention spans are shorter than ever. However, while brands win engagement on social platforms, many struggle to convert that engagement into e-commerce sales. Consumers often get lost in the transition, encountering barriers that prevent them from completing their purchases. So, how can businesses bridge the gap between social discovery and online purchases?
Together with Storystream, we conducted a global survey on online shopping habits, gathering insights from 23,000 consumers. This article offers a glimpse into our key findings.
Let’s dive in.
The Social Commerce Boom
Social media has cracked the attention code. With the average human attention span shrinking to just 8.25 seconds—less than a goldfish—platforms like TikTok, Instagram, and Facebook have mastered the art of capturing user interest. A staggering 83% of Gen Z consumers use social media to discover new products, making it the new shop window for brands.
Despite this shift, 58% of consumers prefer discovering products on social media but purchasing through e-commerce websites. The challenge? The transition from social media engagement to online checkout is broken, with 80% of consumers abandoning their purchase after being redirected to an e-commerce site. This high drop-off rate indicates that while social commerce is great for discovery, there are friction points when consumers try to finalize their purchases.
Why Consumers Drop Off
So, why do shoppers lose interest between social media and e-commerce?
- Pricing inconsistencies – Discounts or prices seen on social often don’t match the e-commerce site, leading to frustration and distrust.
- Product availability issues – Items showcased on social might be out of stock when users attempt to purchase them online.
- Poor e-commerce experience – Websites don’t always match the seamless, engaging content consumers saw on social, creating a disconnect.
- Lack of trust – Social commerce relies on authenticity, and if an e-commerce site feels disconnected or untrustworthy, shoppers hesitate to proceed.
- Complicated checkout processes – Lengthy or complex checkouts can deter impulse purchases, which social media thrives on.
What Winning Brands Are Doing
Prioritize Social Media Optimization (SMO) Alongside SEO
Search engine optimization (SEO) is essential, but social-first optimization (SMO) is now just as crucial. Brands need to optimize their content for social media search engines, ensuring it is discoverable and engaging.
- Use engaging formats like short-form videos interactive content, and live shopping events.
- Make content shareable to encourage organic reach and virality.
- Craft strong calls-to-action (CTAs) that lead directly to seamless purchasing experiences , reducing the steps required to buy.
Create Authentic, Shoppable Content
Consumers, especially Gen Z, crave authenticity. 69% of shoppers find user-generated content (UGC) more trustworthy than brand-produced content, making it a crucial component of a strong social commerce strategy.
- Leverage UGC to showcase real-life product experiences, increasing relatability and trust.
- Use nano- and micro-influencers to generate genuine word-of-mouth recommendations, as their audiences perceive them as more credible.
- Prioritize video—81% of Gen Z prefer short-form videos when making purchase decisions, so brands should focus on TikTok, Instagram Reels, and YouTube Shorts.
Align Social and E-Commerce Experiences
To reduce drop-off rates, e-commerce sites must mirror the engaging, social-first content that attracted customers in the first place. The goal is to maintain the excitement and trust built on social media throughout the entire shopping journey.
- Ensure content consistency between social platforms and e-commerce sites, avoiding discrepancies in price, product descriptions, and promotions.
- Incorporate social proof like reviews, testimonials, and UGC directly on product pages to build credibility and influence buying decisions.
- Make content shoppable wherever it lives—whether in an Instagram post, TikTok video, or website. Features like in-app checkout, shoppable links, and direct add-to-cart options help streamline the process.
Key Takeaways for Brands
To turn social engagement into actual sales, brands need to:
✔ Optimize for attention and transaction – Think SMO, not just SEO. Ensure content is engaging and easy to find.
✔ Create the right content – Authentic, engaging, and social-first content is key to retaining consumer interest.
✔ Bring that content into e-commerce – Align experiences across platforms so shoppers don’t feel a disconnect.
✔ Make content shoppable – Ensure a seamless journey from scroll to checkout, minimizing friction points.
✔ Incorporate trust triggers – Ratings, reviews, and UGC drive conversions by enhancing credibility.
✔ Streamline the checkout process – Reduce unnecessary steps and simplify payment options to improve conversion rates.
As social platforms continue to evolve, brands must keep pace by integrating commerce-ready content into every touchpoint. The brands that succeed will be those that create a seamless journey from discovery to purchase, ensuring shoppers stay engaged every step of the way.
By implementing these strategies, businesses can transform passive social engagement into tangible sales, securing long-term customer loyalty in the digital shopping era.
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