Shopping on social media may be convenient, but a new survey by AfterShip and Ipsos highlights one major roadblock: trust. Consumers are actively browsing on platforms like TikTok Shop and Instagram Shopping, yet the majority are hesitant to actually click “buy,” citing concerns about security and reliability. This “trust gap” is keeping shoppers from fully diving into social commerce, despite its rise in popularity.
The AfterShip Shopper Sentiment Report, an inaugural release aiming to decode current shopping habits, surveyed 1,000 Americans on how they feel about making purchases directly on social platforms. The findings show that while social commerce is popular, trust issues persist. Here’s the scoop on what consumers are saying—and how they’re really shopping.
Young Shoppers Drive Social Commerce Forward
In what may come as no surprise, younger shoppers—particularly those aged 18 to 34—are the biggest fans of shopping on social media. One-third of this age group shops on social platforms weekly, with 65% planning to keep up the habit. But even among these digital natives, the preference to browse on social media and buy elsewhere remains strong. Over half of them prefer to purchase through traditional websites, largely due to worries over trust and security.
For shoppers aged 35 to 54, interest in social commerce is lower, but still notable, with nearly half saying they’re likely to continue exploring social media shopping options.
Why Are Shoppers Holding Back? It’s All About Trust
Consumers enjoy the inspiration and ideas that social media offers, with 63% calling it a go-to source for discovering new products. Yet, when it’s time to buy, 76% of shoppers opt for retailer websites rather than purchasing directly on social platforms. A substantial 41% pointed to concerns around security, while 52% indicated they simply don’t trust social media enough to hand over their payment details.
“People want transparency and a sense of security,” explains Arinze Okonkwo, Head of Customer Success at AfterShip. “Providing real-time tracking updates and a clear returns policy can make all the difference.” These factors, he adds, create a strong customer experience that could encourage more people to take the leap into social commerce.
Authenticity and Product Details Are Key
The report suggests that retailers should focus on creating authentic content and offering plenty of product information. Okonkwo points out that “detailed descriptions and genuine reviews help customers picture products in their lives.” To bridge the trust gap, many consumers need more reassurance, which could include better product transparency, personalized recommendations, and customer-driven reviews.
The Road Ahead for Social Commerce
As social commerce continues to grow, retailers and platforms face the challenge of earning consumer trust. The report notes that younger shoppers are leading the charge into this new shopping format, but without increased transparency and security, social commerce may struggle to reach its full potential. Shoppers are interested—they’re just waiting for the platforms to feel a little safer.
Want the complete breakdown? Check out the AfterShip Shopper Sentiment Report for all the insights.
