Social media shopping trends reveal that 67% of U.S. consumers shop via social media monthly, according to a GRIN survey, with influencers and in-app purchases driving conversions. Here’s more information on social media shopping trends…
Social Media as a Key Player in the Buying Journey
A new survey by GRIN, a creator management platform, reveals that social media has become a central component of the modern consumer’s buying journey. According to the 2025 Modern Consumer Survey, 67% of U.S. consumers make at least one purchase through social media each month, and 22% have bought more than 10 items in the past year via social platforms.
The study surveyed 1,002 U.S. consumers aged 18 to 65 and older, highlighting how purchasing habits have shifted. Online shopping is now second nature, with social media platforms like Instagram and TikTok emerging as dominant spaces for product discovery and purchasing.
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Social Media Shopping Trends: The Role of Influencers in Purchase Decisions
Consumer behavior has evolved significantly, with influencers crucial in product research and decision-making. Two-thirds of respondents reported purchasing a product based on an influencer’s recommendation. Additionally, more than half of consumers trust influencer endorsements almost as much as recommendations from family and friends.
Authenticity is a major factor in consumer trust. The survey found that shoppers are twice as likely to trust product reviews from creators who have purchased the item themselves, as opposed to those who are part of paid partnerships. This underscores the importance of brands fostering genuine, long-term relationships with content creators.
“Creator content isn’t a ‘nice-to-have’ anymore; it’s a ‘must-have’ for brands looking to get and stay in front of their target buying audiences,” said Ryan Debenham, president of GRIN. “The power of creator content has NEVER been more important for brands given the crucial role it plays in the buyer journey for the modern consumer, from raising awareness to supporting consideration to driving purchase and beyond.”
Social Media Shopping Trends: In-App Purchases and Promotional Incentives
The convenience of in-app purchasing continues to influence shopping behavior. 61% of consumers prefer to complete transactions directly within social media platforms. This trend is particularly pronounced among Gen Z consumers, 72% opting for in-app purchases.
Discounts and affiliate codes further drive conversions. The survey found that 57% of consumers are more likely to purchase when offered exclusive discounts, and 42% are more inclined to finalize a purchase when an influencer provides a promo code.
“Creator content isn’t a ‘nice-to-have’ anymore; it’s a ‘must-have’ for brands looking to get and stay in front of their target buying audiences.”
Study Methodology
The survey, conducted by Propeller Insights on behalf of GRIN, polled 1,002 U.S. adults in December 2024. The results are representative of the U.S. population in terms of age, gender, region, and ethnicity. The study has a margin of error of +/—3 percentage points and a 95% confidence level.
For more insights on how content creators influence consumer purchase decisions, GRIN’s full report, The Power of Influence, is available for download.
