Retail and E-CommerceOur experts provide analysis on the retail industry, featuring insights from a local to global level on where and how consumers will shop across both traditional and emerging retail channels.
In 2024, nearly six billion people were active on social media, with near-total adoption among younger generations. Consumers are spending more time on these platforms, increasingly engaging with brands and making purchasing decisions. Social media has evolved from a communication tool into a powerful economic force, shaping consumer behaviour, influencing business strategies and driving digital commerce. Businesses need more than just a presence; they need a clear, targeted social media strategy to stay competitive.
Success on social media starts with being visible and proactive
Today, social media platforms are not just spaces for connection and entertainment, they are also taking the place of search engines. In 2024, nearly half of connected consumers turned to social media first when looking for products, services and recommendations. TikTok and Douyin are seeing explosive growth. Short-form videos and visual content offer quick, engaging answers, making them more appealing than traditional, text-heavy search results. Nearly 48% of Gen Z and 51% of millennials use them to search for restaurant recommendations, recipes, DIY projects and product information.
As “social searching” becomes the new norm, businesses must go beyond maintaining a presence, they also need to ensure they are easily discoverable. That means proactively optimising content for social media search algorithms, using strategic keywords, hashtags and captions, and producing content that meets users where they are. In a crowded digital landscape, visibility depends on being accessible and actively participating in the conversations and trends that matter to your audience.
Shopping on social media should be smooth, simple and instant
Social media has long been a tool for selling, but its role has evolved far beyond simple promotion or sharing product links. Today, it offers truly integrated, instant shopping experiences that blur the line between social interaction and commerce. Social media platforms are rapidly integrating in-app purchasing, shoppable posts and live-stream shopping experiences. Features like Instagram Checkout, TikTok Shop and Facebook Marketplace are seamlessly blending e-commerce with social interactions.
In 2024, one in four connected consumers shopped via social media, driving USD335 billion in sales, or 3% of global e-commerce
Source: Euromonitor Voice of the Consumer: Digital Survey, fielded March to April 2024
By 2029, the market share of social commerce will exceed 5%. More details about Social Shopification can be found in Euromonitor’s Top Five Digital Shopper Trends in 2025 briefing.
Shoppable streams are a rising social media trend, blending convenience with immersive video to transform consumer engagement. These interactive videos let viewers buy products directly within the content, merging entertainment and commerce. A key example is Lidl’s February 2025 launch of grocery sales on TikTok, underscoring social video’s growing role as a business channel.
Brands need to ensure the shopping experience on social media is interactive and convenient, but most importantly, instant and seamless – from the product description all the way to one-click payment.
Trust can be built by engaging with micro-influencers and niche communities
Influencers remain key in consumer interaction, but trust issues are rising. Initially seen as authentic sources, influencers now face scepticism, as social media becomes more commercialised.
Consumers increasingly question whether content is genuine or just paid promotion, leading to a 10-12 percentage point drop in trust between 2020 and 2024 across platforms
Source: Euromonitor Voice of the Consumer: Digital Survey, fielded March to April 2024
For a more authentic approach, consumers are increasingly turning to micro-influencers and niche communities.
Businesses should prioritise partnering with micro-influencers to build trust and drive authentic engagement. Compared to larger influencers, micro-influencers offer higher engagement rates, cost-effective campaigns, and greater authenticity, thanks to their niche audiences and selective collaborations. They are often viewed as trusted local experts, fostering genuine connections within their communities. Leading retailers like Lidl, Target and Walmart are already using micro-influencers to enhance customer engagement.
Striking the perfect balance is key when weaving AI into social media strategies
Nearly half of industry experts surveyed believe AI will play a crucial role in building consumer insights and enabling more precise, data-driven campaigns. Indeed, AI enhances personalisation and automation, helping businesses better understand and target consumers. This is particularly relevant to social media, where nearly every user interaction is tracked, allowing businesses to leverage this data to deliver highly relevant content and tailored marketing strategies. However, balancing innovation, trust and ethics is crucial as well. Many consumers worry about data privacy and overwhelming AI-driven advertisements.
In 2024, 44% of global connected consumer thought that targeted advertisements based on online searches and purchase history were an invasion of privacy
Source: Euromonitor Voice of the Consumer: Digital Survey, fielded March to April 2024
To build trust, businesses must use AI responsibly, by offering tailored content without overstepping privacy boundaries.
Today’s social media landscape is digitally advanced, offering vast opportunities for brands and retailers. However, consumers increasingly seek authenticity and a genuine personal touch. Striking the right balance between advanced technology and authenticity is essential. This requires rethinking social media strategies to ensure they align with the company’s overall vision and values. Social strategies should be seamlessly integrated into the broader business approach, from communication to collaborating with influencers who are genuine advocates for the brand.
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