Written by: Alexis Andreasik – Head of Strategy at IZEA
Social media has transformed from a discovery tool to a full-fledged shopping platform, allowing users to go from inspiration to checkout within minutes. Platforms like Instagram, YouTube and TikTok feature in-app shopping, letting users browse, purchase, and engage with brands directly. According to our 2025 Trust in Influencer Marketing report, a staggering 77% of consumers made purchases through social media in 2024, underscoring the accelerated growth of social shopping and its increasing role in e-commerce.
For two straight years, our Trust in Influencer Marketing survey has asked socal media users, “Have you ever purchases a product directly through a social media platform’s shopping feature?” Examples of a platform’s shopping feature are TikTok Shop and Instagram Shopping.
In 2023, 45% of social media users said they had made purchases through social platforms. In 2024, that percentage had risen to 77%, a surge in growth in just one year.
Early stages: social media as a discovery tool
In previous years, social media was primarily a discovery tool, helping users find new brands and products through organic posts and ads. Platforms like Pinterest and Instagram led the way, focusing on visual content that encouraged users to explore and save products for future reference. As social media matured, platforms began integrating shopping features, moving beyond inspiration to actual transactions. Today, social commerce is booming. eMarketer forecasts that in 2024, social sales will grow 26% in the U.S., primarily thanks to TikTok Shop as more users purchase directly from within their social feeds.
Our Trust in Influencer Marketing survey found that since 2022, TikTok and Instagram have seen massive growth as go-to platforms for product research, while recommendations from friends and family have declined.
For marketers, this shift underscores the importance of having a strong presence on TikTok and Instagram, where younger consumers are increasingly turning to discover and research products. As traditional recommendations from friends and family decline, influencer marketing and engaging brand content have become pivotal for building trust and driving product exploration. Marketers can leverage these platforms’ interactive shopping tools to reach audiences more effectively, using authentic influencer partnerships to guide consumers from discovery to purchase within a familiar social setting.
The influence of visual content and influencers
Influencers have played a significant role in the growth of social commerce, using relatable and engaging content to showcase products. Influencers provide authentic product recommendations that made it easier for followers to trust their guidance and feel inspired to buy.
The Trust in Influencer Marketing report found that the top factor that influences followers to trust an influencer’s recommendations is the authenticity of their content. 68% of respondents to the survey listed authenticity as the top consideration.
By building credibility through consistent engagement and authentic storytelling, influencers bridged the gap between discovery and purchase, transforming social platforms into spaces where consumers feel confident making direct purchases. An influencer can now often easily showcase a product or service in content and link directly to the brand, either on the platform’s marketplace, in their bio, in Instagram Stories or through other social media platform features.
Shopping features and platform evolution
Over the years, platforms have integrated features allowing users to move seamlessly from discovery to checkout.
Instagram experimented with shopping features for years before launching Instagram Shops in 2020, allowing brands to create native storefronts and shoppers to buy from them via a business’ Instagram profile or through Feed and Stories.
TikTok Shop launched in the U.S. in September 2023 and quickly became a top social shopping platform. Previously, TikTok had already driven purchasing trends through the viral #TikTokMadeMeBuyIt hashtag, which showed how creators’ content motivated viewers to try new products. The platform’s shift to enable direct purchasing has made it even easier for users to buy products they discover, helping cement TikTok as a major player in the social commerce space. TikTok Live has also become a popular method for brands and influencers to promote shopping.
Facebook launched Facebook Shops in 2020 and Marketplace is a popular e-commerce destination. eMarketer’s “US Social Commerce” survey in March 2024 estimated that 81.3% of millennials, 75% of Gen Z, 69.3% of Gen X purchased from Marketplace in the last 12 months.
YouTube also has experimented with adding shopping on the platform over the years. It has evolved from creators and brands linking products in descriptions to on-platform shopping links directly under videos and in Store tabs. YouTube Shopping also recently expanded its Shopify partnership, giving more U.S. merchants access to its affiliate program. According to eMarketer, YouTube’s influence in product discovery and popularity with Gen Z signal growth potential, though it’s still building out its social shopping tools.
Snapchat is a smaller player in the social shopping space, but it leads other platforms in financial services purchase penetration, according to eMarketer.
The evolution of shopping features across platforms has significantly transformed social commerce, making it easier for users to discover and purchase products directly. With Instagram, TikTok, Facebook, YouTube, and even Snapchat embracing these innovations, the lines between social media and e-commerce have blurred. As platforms continue to enhance their shopping tools and partnerships, brands must adapt to these changes by embracing native shopping features and influencer marketing to reach their audience more effectively and drive conversions. Social commerce is no longer a trend; it’s the future of shopping.
Key takeaways for brands
Social shopping has evolved into a powerful e-commerce tool, with platforms like TikTok, Instagram, and Facebook enabling seamless discovery to checkout experiences. As social media continues to drive product research and purchase decisions, brands must adapt by creating engaging, authentic content, leveraging influencer partnerships, and utilizing platform-specific shopping features. To stay competitive, marketers should invest in building a strong presence on key social platforms, incorporating live shopping features, and integrating shopping tools that provide customers with easy and direct purchase paths.
About the Author: Alexis Andreasik
With a wealth of experience from prestigious agencies and renowned brands, Alexis Andreasik leads IZEA’s strategy team with a visionary approach. Her deep understanding of client needs drives innovative strategies that deliver tangible value, ensuring IZEA remains a trailblazer in the dynamic influencer marketing landscape.
