Amazon pillows.
Korean moisturizer.
An acupuncture mat.
These are just a few of the objects I've purchased on Instagram over the past couple months – mainly because an influencer told me to.
I'm not alone. Today’s shopper doesn't head to the mall when she’s bored; she opens her phone.
In fact, according to 探花精选's 2024 Consumer Trends survey, 25% of social media users have bought a product from directly within a social media app in the past three months.
As , Founder and President of , puts it, “Each scroll and swipe is a potential opportunity, offering a dopamine-driven delight that our brains are hardwired to chase.”
Here, let's jump into the psychology behind why social shopping is rising steadily in popularity in 2024.
1. It taps into our inherent desire for instant gratification.
As humans, we live for the short-term dopamine fix. When we're bored, stressed, or tired, it’s all-too easy to give in to the urge for a little “boost” in our day – be it new sunglasses, a new top, or that fancy face wash influencers' have been boasting about for weeks.
As Ortman told me, “It’s all about the thrill of the find and the joy of the 'buy now’ buzz. This clever algorithmic design keeps consumers coming back for more, eager for that next like, comment, or, in this case, purchase opportunity.”
U.S. Consumer Trends Report
Learn how consumers act, how they think, and what they expect now and beyond. Topics include:
- Purchase habits.
- Data privacy.
- Workplace trends.
- And more!