What drives US consumers to shop on social media?

As social commerce continues to expand, understanding consumer behavior is crucial for businesses looking to maximize their online presence. A YouGov Surveys: Self-serve poll among US adults aged 18-44 provides insight into which social media platforms drive shopping, the types of products consumers buy, and what influences purchasing decisions.

Instagram and Facebook are tied as the top platforms for shopping, with each capturing 15% of responses. TikTok follows at 7%, while YouTube (4%), X (formerly Twitter) (3%), and Pinterest (1%) play a much smaller role. Snapchat shows no significant shopping activity among respondents.

Clothing and beauty dominate social media purchases

When it comes to what people buy on social media, fashion reigns supreme. Nearly two-thirds of shoppers (62%) reported purchasing clothing and accessories, making it the most popular product category. Beauty and personal care items come next at 41%, while electronics and gadgets account for 33% of purchases.

Digital products, home decor, fitness products, and food and beverages each attracted between 23% and 24% of shoppers, reflecting a diverse range of product interests.

Key factors that influence social media purchases

Consumers are highly influenced by product reviews and ratings, with 51% stating that these factors impact their decisions. Discounts and promotions are nearly as important, influencing 48% of respondents. The appeal of unique products also plays a major role, with 40% of shoppers drawn to items they may not easily find elsewhere.

Other notable factors include convenience, which 38% of consumers cite as an important reason for making purchases through social media. Recommendations from friends or family (36%) and brand reputation (35%) are also considered important factors. Influencer or celebrity endorsements, while impactful, ranks lower, influencing only 22% of respondents. 

Preferred payment methods and spending habits

When checking out, credit and debit cards remain the most popular payment method, with 40% of shoppers using them for transactions. Digital wallets such as Apple Pay, Google Pay, and PayPal are close behind, preferred by 36% of respondents. Direct bank transfers account for 12% of social commerce payments, while “Buy Now, Pay Later” options make up just 5%, indicating that most consumers prefer immediate payment methods.

In terms of spending habits, most social media purchases remain relatively low cost. More than a quarter of respondents (27%) have spent between $25 and $50 on a single purchase, making it the most common spending range. Another 24% have spent between $51 and $100, while 17% report spending between $101 and $250. High-ticket purchases over $250 are less common, with only 10% of consumers saying they have spent that amount or more through social media shopping. Meanwhile, 14% of respondents say they typically spend less than $25.

Methodology: YouGov polled 1000 US adults aged between 18-44 years on March 13, 2025. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, political affiliation, education level and region. Learn more about YouGov Surveys: Self-serve.

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