According to Precedence Research, the social commerce market is expected to reach nearly $27 trillion by 2034. This makes social media still one of the most effective channels for brands to unlock growth.
Salsify’s “2026 Consumer Research” report highlights the massive selling opportunities social media presents for brands. Social media ranks third among both the top 10 discovery and research channels for consumers.
Along with social media, the report also shows that influencer-driven buys, live shopping, and other viral trends that were once hot may be cooling off as we head into 2026.
Here’s what the research uncovered about the current state of online shopping and how your brand can adapt its social media strategy to capitalize on these shifts.
From Product Discovery To Research, Social Still Drives Commerce
Social media is one of the primary channels consumers use to discover products, behind only physical retail and online marketplaces, according to Salsify’s report, which surveyed nearly 3,000 shoppers across the U.S., U.K., and Canada.
- 52% of shoppers discover new products and brands on social platforms like TikTok and Instagram.
- 57% do so via online marketplaces like Amazon.
- 60% do so in physical retail stores.
Not surprisingly, there’s a generational divide when it comes to social commerce: Social media is the top discovery channel for Gen Z and millennials; however, Gen X prefers physical stores, and baby boomers love online marketplaces.
The Big Hint for Brands
For brands looking to engage younger shoppers, this signals that their social media strategy should focus on building top-of-funnel awareness with this demographic.
Exposing Gen Zers and millennials to their brand early in the shopping journey will not only drive product discovery but also build familiarity that ultimately leads to conversions.
Social Media as an Information-Gathering Tool
Shoppers aren’t just using social for product discovery; it’s become a go-to source for product research.
It’s the third most popular research channel, after physical retail (44%) and online marketplaces (51%), as 42% of shoppers use social media to look for information on new products and brands, according to Salsify’s research.
This shopper use case for social is only growing: Instagram and TikTok were the fifth-most popular research channel among millennials in 2025, according to Salsify’s past survey.
Most shoppers now review an average of two to three channels before they make a purchase. Social media is currently one of the top channels for this purpose, suggesting brands’ social media strategy shouldn’t just be about inspiration and flashy product imagery, but centered around content that educates shoppers, drives trust, and validates their buying decisions.
Who Still Shops Socially in 2026?
Well, everyone — at least to a certain degree.
The latest consumer research report discovered that shoppers across demographics engage in social commerce, but Gen Z and millennials lead the way.
Image Source: Salsify Consumer Research
The key takeaway here for brands: Your social strategy should align with the unique needs of each of these core shopper demos — and not be a one-size-fits-all strategy.
Where Social Commerce Is Losing Ground
Though social media is a pivotal channel early in the buyer journey, it’s less potent when shoppers move further down the funnel.
It ranks fifth as a purchase destination, as only 22% of consumers currently shop on social platforms. This is a notable change from last year, as social shopping dropped 12% year over year from 2025 to 2026, according to Salsify’s research.
What’s taking the place of social commerce? Unsurprisingly, brick-and-mortar stores and online marketplaces dominate final purchases.
These figures indicate that while social can be a conversion driver for brands, its highest and best use is product discovery and research.
Influencers, Live Shopping, and Viral Trends Are Losing Momentum
While the 2026 story around social commerce is nuanced, the picture around influence-driven purchases, live shopping, and other viral trends is less murky.
Twenty-three percent of shoppers purchased a product online because a social media influencer recommended it, Salsify’s “2026 Consumer Research” report found.
However, that’s a 16% decline from 2025. Viral product purchases and live shopping events also dropped 12% and 17%, respectively, year over year.
What this tells us is that consumers are getting more discerning. They’re less willing to purchase a product just because an influencer promotes it or because it’s taken over their feed.
If your brand wants to meaningfully engage shoppers, your relationship with them has to extend beyond these moments and offer value in the form of comprehensive, insightful, and accurate product content that drives more confident purchasing decisions.
The Next Big Commerce Trend: AI Shopping
More consumers are turning to AI throughout the shopping journey.
Salsify’s research indicates AI shopping assistants are influencing their purchases more than they did last year, with 22% of shoppers saying they bought a product because of an AI tool or shopping assistant.
That’s a 5% year-over-year increase compared to 2025. As you probably guessed, Gen Z (31%) and millennials (32%) are the biggest adopters of AI shopping.
However, there’s still an AI trust gap. Only 14% of shoppers trust AI recommendations alone and are enough to make purchases, driving them to marketplaces, reviews, and social media for validation before buying.
How To Level Up Your Social Media Strategy in 2026
Here are a few best practices based on the insights uncovered.
Optimize and Tell, Not Sell
Reframe social media as a discovery and research engine, not just a sales channel.
Focus on educating shoppers with the information they need to make an informed purchasing decision. Think comparison charts, reviews, enhanced content to showcase products, and more.
Amp Up Your AEO and GEO
AI and generative AI tools are the new search engines. Just like your brand optimizes for SEO, you now need to optimize for AI engines.
There’s a growing body of online content around answer engine optimization (AEO) and generative engine optimization (GEO) best practices.
Start there to formulate your strategy for this growing product discovery and research channel, making sure to create AI-ready social content that these engines can pick up and deliver in users’ search queries.
The Importance of a Thoughtful Social Media Strategy
If your brand wants to use social media as a growth lever, you have to implement a thoughtful social media strategy. The data from the latest consumer research provides early indicators for where to start.