January 23, 2025
Social commerce has rapidly evolved from a niche market to a powerful retail force, with influencers playing a major role in driving consumer purchases. However, while influencers continue to hold sway over certain segments of shoppers, the 1WorldSync Consumer Product Content Benchmark report reveals a more nuanced picture of how social commerce is perceived by the broader consumer base.
According to the Product Content Benchmark report, 49% of consumers have made a purchase based on an influencer’s recommendation in the past 12 months—a significant increase (10 percentage points) from the previous year. This shift suggests that influencers continue to grow as a relevant force in purchasing decisions.
The report shows that 37% of consumers have made two or more purchases based on influencer recommendations in the past year, indicating that influencers have a significant impact on a sizable portion of shoppers. This is particularly true among younger consumers, with 42% of 18-34 year-olds making purchases on TikTok Shop, a platform where influencers often serve as the primary drivers of product discovery.
For shoppers who do make influencer-led purchases, the quality and accuracy of recommendations play a crucial role in maintaining trust. 91% of consumers who have purchased a product based on an influencer’s recommendation report that the recommendation was accurate, suggesting that when influencers get it right, they can still have a strong impact on driving sales.
This highlights the importance of transparency in influencer marketing. Consumers are looking for authenticity, and influencers who provide balanced, honest reviews—highlighting both the pros and cons of a product—are more likely to retain their followers’ trust. For brands working with influencers, aligning with those who prioritize transparency and authenticity is critical to sustaining long-term relationships with consumers.
While trust in influencers may be shifting, the Product Content Benchmark report highlights the growing role of social commerce platforms themselves. 26% of consumers have made a purchase through TikTok Shop, with younger demographics leading the charge.
Brands that want to tap into the potential of social commerce should focus not just on partnering with influencers but also on optimizing their presence on platforms like TikTok, Instagram and Facebook. Creating shoppable content that integrates seamlessly with the browsing and social media experience is key to capturing the attention of today’s mobile-first consumers.
As social commerce continues to evolve, brands need to navigate the shifting landscape of influencer marketing with care. While influencers still hold power, particularly among younger shoppers, their ability to drive sales depends heavily on the authenticity and accuracy of their recommendations. At the same time, brands must adapt to the growing importance of platforms like TikTok, where direct-to-consumer interactions are becoming more prevalent.
The future of social commerce lies in the balance between influencer partnerships and platform optimization. Brands that understand these dynamics will be well-positioned to succeed and drive sales.