New research from AfterShip and Ipsos highlights the critical role of trust and security in shaping consumer behavior on social commerce platforms like TikTok Shop and Instagram Shopping. The Shopper Sentiment Report aims to equip retailers and eCommerce merchants with insights into evolving consumer habits, particularly regarding shopping directly through social media.

• Widespread Social Media Usage:

  • A striking 79% of Americans use social media weekly, with 63% considering social commerce platforms excellent sources for inspiration and ideas.

• Preference for Established Channels:

  • While 76% of shoppers browse social commerce platforms, most prefer to make purchases directly through retailer websites. The primary reason? Trust and security concerns, cited by 41% of respondents.

• Trust Issues:

  • Over half (52%) of consumers express distrust towards social media platforms. However, many would consider shopping through these channels if they felt more secure (28%) and trustworthy (44%).

Building Trust in Social Commerce

"To foster a sense of trust, retailers must ensure a transparent post-purchase experience," says Arinze Okonkwo, Head of Customer Success at AfterShip. Providing regular tracking updates and clear returns policies can significantly enhance customer experiences and encourage repeat purchases.

The Rise of Younger Shoppers

Despite these trust concerns, younger consumers are leading the charge in social commerce adoption:

• 34% of 18- to 34-year-olds shop on social media weekly, with 65% likely to continue doing so in the future.
• The likelihood drops to 49% for shoppers aged 35 to 54.

"Shoppers often browse online for trends, so authentic reviews, detailed descriptions, and personalized product recommendations are essential," Okonkwo adds. "Retailers should leverage their social presence to build trust and effectively showcase products. Social commerce is an evolving facet of eCommerce, and we are all learning as we navigate these changes."