Social Commerce in 2026: Why People Click and What Is Holding Them Back

Social commerce has moved from experimental to essential. Audiences are increasingly comfortable discovering, validating and purchasing products without ever leaving their favourite platforms. Content has become the storefront, creators have become advisors and platforms have become shopping environments in their own right.

The insights from our 2026 B2C and B2B research show exactly how people behave when shopping socially and what still makes them pause. When paired with the trends outlined in the Social Media Trends Playbook, a clear picture emerges. Social commerce is ready for widespread adoption but only when brands address the gaps that still undermine trust and confidence.

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People are more willing than ever to buy directly from social platforms

Consumers are ready to shop socially and they are clear about what drives them to click. 66.2 percent of people say discounts or offers are the strongest motivator. 44.2 percent rely on social proof, which reinforces the importance of reviews, UGC and creator recommendations.

The formats that encourage the most purchases include:

• Influencer posts with discount codes at 29.9 percent
• Shoppable video at 29.9 percent
• Live shopping at 19.5 percent
• Product carousels with links at 18.2 percent

This behaviour aligns with what we see in the wider landscape. People want convenience, credibility and immediacy. Social commerce works best when all three are delivered in the same moment.

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But several barriers still prevent people from completing a purchase

Even with growing appetite for social commerce, hesitation remains a major factor. The most common barriers include:

• Price at 35.1 percent
• Distrust of the platform or seller at 20.8 percent
• Unclear product information at 18.2 percent
• Lack of reviews at 14.3 percent
• Poor checkout experience at 11.7 percent

This demonstrates a key truth. It is not enough to inspire interest through engaging content. The back end experience matters just as much. If consumers feel unsure at any point in the journey, they stop.

The Playbook reinforces this. Successful social commerce requires the same reliability, clarity and safety customers expect from a traditional ecommerce site.

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Brands are treating social commerce as a core part of their 2026 strategy

Businesses are not waiting for the future. They are building social commerce into their plans now.

• 34.3 percent say social commerce is emerging as a key focus
• 31.4 percent say it is important
• 22.9 percent say it is already critical

This means almost nine in ten brands see social commerce as a meaningful revenue driver for the year ahead.

When asked which formats deliver the strongest conversion:

• Influencer codes lead with 31.4 percent
• Story links follow with 28.6 percent
• Live shopping converts strongly at 25.7 percent
• Shoppable video and product carousels both sit at 22.9 percent

The pattern is clear. Formats rooted in real behaviour and creator authenticity outperform those that feel overly branded or static.

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What truly motivates people to buy on social in 2026

The combined insight reveals four major motivators.

1. Value

Discounts and social only offers are the biggest purchase drivers.

2. Trust

Social proof, reviews and creator experience help people feel safe purchasing directly from a platform.

3. Convenience

The ability to go from inspiration to checkout quickly reduces friction and boosts conversion.

4. Creator influence

Creators provide context, reassurance and honest opinions that traditional ads cannot replicate.

What makes people hesitate or abandon their purchase

The hesitation zone is vital for brands to understand.

Lack of information

If details are unclear, incomplete or hidden, trust drops.

Concerns about authenticity

People worry about fakes, exaggerated claims or unreliable sellers.

Price sensitivity

Cost remains the number one reason people do not move forward.

Checkout issues

Clunky processes lead to immediate drop off.

Doubt around reviews

People want real customers confirming credibility, not perfect staged testimonials.

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What brands should do to drive higher social commerce conversion

The insights form a clear set of actions for brands that want to maximise their success with social commerce.

Provide complete and transparent product information

Clear visuals, benefits, materials, ingredients and sizing help reduce hesitation.

Strengthen trust signals across the journey

Use UGC, verified creators, visible ratings and transparent brand information.

Create platform exclusive value

Discounts, drops and offers that only exist on social give audiences a reason to commit.

Focus on a frictionless checkout

Fast, simple and mobile optimised checkout dramatically improves conversion.

Position creators as partners in the purchase journey

Audiences want creators to explain, demonstrate and review products honestly.

Diversify formats

Different people convert through different entry points. Shoppable videos, story links, UGC ads and live shopping all play unique roles.

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The state of social commerce in 2026

Social commerce has reached a tipping point. People are willing to shop on social platforms, but only when trust, clarity and ease are present throughout the experience. The brands that thrive this year will be the ones that treat social commerce not as a bolt on, but as a full funnel ecosystem that blends content, commerce and community.

The opportunity is significant and the barriers are solvable. The future of shopping is social and the brands that build credibility and seamless experience will lead the way.