Consumer Interest in Social Commerce Slows, But Experts Urge Brands to Stay the Course

New research shows that consumer enthusiasm for social commerce is cooling, with fewer shoppers making purchases directly on platforms like TikTok, Instagram, and Facebook compared to previous years. Still, analysts caution brands against pulling back too quickly.

According to NIQ, purchase intent through social platforms has declined year-over-year, particularly in categories like food and beverage, personal care, and home goods. The drop is driven in part by consumer fatigue, privacy concerns, and a growing preference for traditional e-commerce environments that offer more control and clarity.

However, experts say social commerce remains a long-term opportunity — especially for Gen Z and younger millennials — and advise brands to focus on improving trust, seamless checkout, and value-driven content. For CPGs, this means viewing social commerce as an evolving ecosystem, not just a short-term performance channel.

corpbrief insight:

Platforms shift, habits evolve — but convenience and discovery still win. Brands that stay in the game and refine their social commerce approach will be best positioned when the next wave hits.