July 2025: Social Media Transforming E-Commerce Landscape
Madrid, woensdag, 18 juni 2025.
The retail world stands on the brink of a significant shift in purchasing behaviour. Research indicates that 80% of users in 2025 will make more purchases via social media platforms like Instagram and TikTok. This trend marks a fundamental transformation where social networks are no longer just sources of inspiration, but complete purchasing spaces where consumers can discover, evaluate, and acquire products without leaving the app. Retailers will need to strategically adapt to remain successful in this new digital ecosystem.
Social Media as a Purchasing Platform
Research by Packlink reveals that 80.2 percent of active social media users in 2025 want to increase their purchases directly through platforms like Instagram, TikTok, or Facebook [1]. This trend demonstrates that social media has evolved from being merely an inspiration source to a complete purchasing space where users can discover, evaluate, and buy products without leaving the app [1].
Consumer Behaviour in Transition
Recent data unveils a notable shift in consumer behaviour: 48% of users consult social media prior to a purchase, and 44% base their purchasing decisions on information from these platforms [1]. Social media has now become the second most used digital channel for searching products and services [1].
Challenges for Retailers
Noelia Lázaro, Marketing Director at Packlink, emphasises that this change in consumer behaviour requires strategic adaptation from brands. Companies that can integrate naturally, offer relevant content, and create a seamless experience within these platforms will be better able to connect with their target audience [1].