New York – New research from post-purchase consumer experience software company AfterShip and market research company Ipsos has revealed that trust and security are significant factors influencing how consumers shop online, especially on social commerce platforms like TikTok Shop and Instagram Shopping.
AfterShip’s Shopper Sentiment Report aims to “help retailers and e-commerce merchants understand and adapt to evolving consumer habits and expectations, particularly in the context of emerging platforms,” said AfterShip in a release. This year’s inaugural report explores consumer behavior and preferences using social commerce, which integrates shopping directly within social media platforms.
Results from the report revealed that, in total, 79% of Americans use social media weekly, with 63% finding social commerce platforms excellent for inspiration and ideas. But, when making purchases, the bulk of shoppers still prefer more established channels. In all, 76% browse social commerce platforms but buy through a retailer’s website, primarily due to trust and security concerns, 41%.
Over half, 52%, don’t trust social media platforms, but say they would use social commerce if the platforms felt more trustworthy, 44%, and secure, 28%.
“To build a sense of trust, retailers need to provide a transparent post-purchase process,” said Arinze Okonkwo, head of customer success at AfterShip. “Regular tracking updates and a clear returns policy create strong customer experiences and encourage repeat purchases.”
But despite trust issues, younger generations are actively embracing social commerce, with younger generations being most likely to shop online through a social media platform in the future. This percentage is the highest in the 18-34 age category with 34 percent of 18- to 34-year-olds shopping on social media weekly and 65 percent “likely to continue shopping on social media platforms in the future,” per the report. This likelihood is almost half, 49 percent, for 35- to 54-year-olds.
“Shoppers browse online for trends, so authentic reviews, detailed descriptions and personalized product recommendations help them visualize how products fit their lifestyle,” explained Okonkwo. “Our research suggests retailers should leverage their social presence to build trust and showcase products. Social commerce is an evolving part of e-commerce, and we’re all learning as we go.”
These findings come from an Ipsos poll of 1,000 Americans aged 18 and up, conducted online via Ipsos’ proprietary panel. The research was in field from Sept. 18-20, 2024. Quotas and weights were used to ensure that the sample reflects the U.S. population according to census parameters.