Horizon Media Study: Social Shopping to Surpass Traditional E-Commerce

A new study by Horizon Media and shared with ADWEEK reveals that social shopping is rapidly overtaking traditional e-commerce, driven by Gen Z, Millennials, and Gen X. According to the report, one in four consumers now shops directly through social platforms like TikTok, Instagram, Facebook, and Pinterest, with 80% of social shoppers making purchases at least twice a month.

The study highlights a growing trend where live and virtual shopping experiences, including gaming platforms like Twitch and Roblox, are becoming essential to brand engagement. Notably, 58% of Millennials have purchased through a livestream and plan to do so again, showcasing the expanding opportunities for marketers to capture sales through innovative channels.

The study identifies a significant market potential, with social commerce projected to reach $6.2 trillion globally by 2030. Social shopping enables brands to connect with consumers in more personal, community-driven ways, offering a dynamic alternative to traditional online retail.

Despite the growth, concerns around scammers and brand trustworthiness remain barriers to widespread adoption. Horizon Media advises brands to emphasize verification and safety measures to gain consumer confidence. With social shopping now a core part of the digital landscape, brands that invest in this space are well-positioned to capitalize on new opportunities – as long as they can capture the audiences that they’re aiming for.