Social Commerce and Why It’s Still a Small Player in Holiday Shopping

[Audrey254]

Social commerce — the fusion of online shopping with social media engagement — has reshaped how people discover and buy products. From Facebook Marketplace to Instagram Shops and TikTok Storefronts, brands now have endless opportunities to connect with consumers directly. Yet, despite its growing presence and massive potential, social commerce remains a surprisingly small player in holiday shopping. Many shoppers still prefer traditional e-commerce platforms or in-store experiences over buying directly through social media.

One of the biggest reasons for this slow growth is trust. Consumers are still cautious when it comes to sharing payment information on social platforms. While big names like Meta and TikTok have improved their security, a large segment of shoppers remains skeptical. Many fear scams, fake products, or unreliable delivery times. This hesitation becomes even more pronounced during the holiday season, when shoppers are pressed for time and want guaranteed delivery before the holidays.

Another factor limiting social commerce is the shopping experience itself. Although social media platforms make product discovery fun and interactive, they often fall short in providing a seamless checkout experience. Switching between apps, verifying payment options, and dealing with limited return policies can frustrate users who are used to the convenience of established e-commerce sites.

Moreover, generational differences play a major role. While Gen Z and younger Millennials are more open to social shopping, older consumers — who often spend more during the holidays — still rely on traditional online retailers. They prefer platforms that offer detailed reviews, well-structured listings, and familiar payment gateways.

[Audrey254]

Online shopping dominates due to convenience, better deals, and home delivery options, while brick-and-mortar stores still attract those who enjoy the festive in-person experience. Many shoppers now blend both methods—researching products online before buying them in-store. Recent surveys reveal fascinating insights into Holiday shopping trends showing how consumer behavior continues to evolve.  Retail experts note that personalization, discounts, and flexible return policies influence most purchasing decisions. As technology advances, e-commerce platforms continue to grow, but physical stores maintain their charm through interactive experiences and immediate gratification, making both vital in the modern holiday shopping landscape.