Understanding Social Media Buying Trends to Drive 2025 Sales
The evolution of social media from a personal connection platform to a robust marketplace has unlocked new opportunities for retailers to engage with their customers and boost business growth. This past holiday season, social media’s power to influence purchase decisions was on the rise, according to Sprout Social data. The survey of more than 2,000 U.S. and U.K. consumers found the overwhelming majority (89 percent) said a brand’s social media content has an impact on purchasing decisions. The popularity of social commerce is only increasing as consumers continue turning to platforms like Facebook and Instagram for their ease of use as a shopping destination.
Social media shopping is no longer just a trend or strategic advantage — it has become a critical platform for retailers. To stay ahead, businesses must create engaging, seamless and customer-focused experiences to meet evolving needs.
The Rising Demand for Social Commerce
Our recent research found that over half (56 percent) of all social media users anticipate maintaining their current level of social purchases in 2025, while nearly a third (32 percent) expect to buy more. Notably, men are leading this trend, with 38 percent planning to increase their purchases, compared to 27 percent of women.
Platform preferences also reveal where brands should focus their efforts. Facebook Shop (39 percent), TikTok Shop (36 percent), and Instagram Shop (29 percent) are the leading destinations for social purchases, with TikTok being particularly popular among Gen Z, 54 percent of whom report using the platform for shopping. This highlights the importance of tailoring strategies to resonate with different demographics. For example, brands targeting Gen Z should lean into TikTok’s dynamic and creative culture to reach that audience more directly and authentically.
Related story: Social Media Marketing in 2025: AI, Authenticity, Ads, and Aesthetics
Creating a Seamless Experience
While social media is gaining traction as a purchasing platform, the survey also found that 34 percent of shoppers still visit company websites for product research before buying a product, and 30 percent prefer to complete purchases directly through these sites. This reinforces the need for an omnichannel approach, where brands integrate social commerce with a well-optimized website. Brands should also strive to remain transparent and straightforward on their social channels. By ensuring consistent branding, accurate product information, and smooth transitions between platforms, retailers can meet customer needs and gain trust.
In addition to purchasing on social media, consumers are increasingly turning to social networks for customer service. According to the survey, 57 percent of people plan to use social media to get customer service questions answered, with Facebook (55 percent) and Instagram (46 percent) ranking as the top platforms for contacting brands. Placing more focus on customer service will become even more crucial as social purchasing becomes more mainstream. This is an opportunity for retailers to leverage artificial intelligence-powered tools to provide quick and accurate assistance to customers and enhance the overall buying experience. Retailers must go beyond simply selling and focus on creating a smooth shopping experience for users.
Looking Ahead: A Comprehensive Approach to Social Commerce
The implications for retailers are clear: A strategic, holistic approach to social commerce is no longer optional. Retailers should focus on creating immersive shopping experiences on social platforms, harnessing features like product tagging, reviews, and social listening to drive engagement and trust. Additionally, combining these efforts with AI-powered tools will elevate social commerce strategies, as they can provide personalized recommendations, predictive analytics, and even real-time assistance, enhancing customer care.
Social commerce is undoubtedly here to stay and its potential continues to grow. Throughout 2025, retailers that embrace these insights will be better positioned to capture shoppers’ wallets and become a go-to retail destination.
Rachael Goulet is the director of social media at Sprout Social, a social media management platform.
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Rachael Goulet is the director of social media at Sprout Social. She is a career social marketer driven to create and implement result-oriented strategies. Rachael has led social strategy for various B2B and B2C brands in the entertainment, political and financial spaces.