Why Consumers Still Hesitate to Shop on Social Media Platforms [New Data]

Scroll, scroll, scroll… add to cart? Not so fast. Even as Instagram, TikTok, Facebook, and Pinterest turn every feed into a shoppable storefront, many consumers are still nervous about tapping the “Buy” button inside a social app. Social commerce is booming on paper, yet the behavior on the ground is more cautious and, frankly, a little suspicious.

Recent research shows that social media has become a powerful discovery engine, but it hasn’t fully become a trusted checkout lane. In 2024, eMarketer estimated that there were more than 110 million social buyers in the U.S., with social commerce expected to pass $100 billion in retail sales by 2025. At the same time, only a minority of social media users actually complete purchases inside the apps, and a large share say security, scams, and unclear policies are holding them back.

So what’s really going on? Why are people happy to watch a TikTok haul, save a Reel, and screenshot a productbut then switch over to a traditional website when it’s time to enter their credit card number?

Social Commerce Is Growing Fast – So Why the Hesitation?

Let’s start with the macro view: social commerce isn’t some fringe experiment anymore. Analysts estimate that around 42% of U.S. internet users made at least one purchase through social media in 2024, and roughly 36–37% of all U.S. online consumers bought something via a social platform that year. That’s a big jump from earlier years, when only about 15% of Americans said they had followed a link from social media to buy something online.

More recent survey work from Mintel and other market researchers shows a similar pattern: nearly half of U.S. consumers report making at least one purchase through social media, and around 6 in 10 say they’re interested in doing so. So interest is high. Curiosity is high. But enthusiasm stops short of blind trust.

Dig into the data and a nuanced picture emerges:

• Many shoppers have tried social shopping once or twicebut haven’t made it a habit.
• Some have bought through live streams or creator shops but still prefer established retailer sites for bigger or riskier purchases.
• And a surprisingly large group is stuck in “window-shopping mode,” browsing products on social but refusing to check out there.

In one eMarketer survey, 63% of consumers said social commerce was great for finding ideas, but not necessarily where they wanted to finalize the purchase. A full 76% said they often browse on social commerce and then go buy on a brand’s website insteadciting security worries as a key reason.

The Trust Gap: Scams, Security, and “Is This Store Even Real?”

If there’s one word that explains the hesitation, it’s trust. Consumers are not sure the storefront in their feed is real, safe, or accountable if something goes wrong.

Fear of Scams and Fraud

Pew Research reported in 2025 that about a third of Americans say they’ve personally experienced an online shopping scam, and a large majority85%believe scams and attacks are a problem on shopping sites and apps. Social media, with its constant flow of ads and posts from unfamiliar sellers, feels especially risky.

Other surveys back this up. A 2025 retail report found that nearly 60% of consumers are specifically worried about security and potential scams when purchasing directly from social media platforms. For many, the logic is simple: “If I don’t know who’s really behind this account, I’m not handing over my card details.”

People have seen (or personally experienced) the horror stories:

• The “too good to be true” deal that never ships.
• The knockoff product that looks nothing like the video.
• The pop-up shop that disappears from the platform after complaints.

Once you’ve watched a friend get burned by a fake store on TikTok, you’re a lot more likely to click out to a known retaileror not buy at all.

Payment Security and Data Privacy

Even when the seller seems legitimate, the mechanics of paying inside social apps can trigger anxiety. Deloitte’s 2024 consumer research found that nearly half of respondents had experienced at least one kind of security failure in the past year, and a big majority said they actively take steps to protect themselves. For many, “protecting themselves” includes avoiding unfamiliar checkout flows and minimizing the number of places their payment data is stored.

Insurance and risk surveys from companies like Chubb also show that roughly 8 in 10 consumers globally put “security of the payment platform” at the top of their concerns when shopping online or through social channels. That’s a big problem if your checkout is embedded in a social app that people don’t inherently see as a banking-grade environment.

Then add on generative AI and tracking. A 2025 KPMG report found that many shoppers are uneasy about advanced shopping tech, especially when AI is analyzing personal data and behavior to make recommendations. Social platforms are already under scrutiny for data handling, so “AI + my payment info + a random brand I found in a Reel” can feel like a risky cocktail.

Low Institutional Trust in Social Platforms Themselves

There’s also the broader trust issue: a substantial share of Americans simply don’t trust social media as an information source, full stop. Pew and other researchers have repeatedly found that social platforms rank well below local and national news in perceived credibility, and only around a third of Americans say they generally trust what they see on social media.

If you wouldn’t trust a platform to tell you the truth about the news, you’re not exactly eager to give it your credit card and home address.

Clunky Experiences: When the Feed Becomes a Friction Zone

Even if a shopper is ready to trust you, social commerce can still lose them with a poor experience. The dream is “see it, tap it, buy it in three seconds.” The reality is often closer to “tap, wait for something to load, log in again, re-enter your shipping address, squint at tiny text, give up.”

Small Screens, Big Decisions

Many shoppers still prefer to make purchase decisions on a larger screenespecially for higher-priced items. It’s not just about the visuals; it’s about mental comfort. On a phone inside a social app, product details, return policies, size guides, and reviews can be crammed into tiny sections or hidden behind extra taps.

That’s one reason why so many people use social media as a discovery tool: they find the product in a post, save it, and then later Google the brand or go to a retailer’s site where they can compare options, read full reviews, and complete the purchase more comfortably.

Unclear Returns, Shipping, and Customer Service

Trust isn’t just “Will my card get stolen?” It’s also “If this doesn’t fit, can I get my money back?” When social commerce orders are fulfilled by small or unfamiliar merchants, shoppers worry about:

• Complicated or expensive return policies.
• Slow shipping times, especially for overseas sellers.
• Lack of customer support if something goes wrong.

Traditional retailers, from big-box chains to established DTC brands, usually have well-known policies and recognizable names. A random handle selling via Instagram Shop doesn’t inspire the same confidenceespecially if their profile was created two months ago and posts are mostly ads.

Social Media Is for Inspiration, Not Checkout (Yet)

One of the most interesting findings from recent research is that consumers love social media for inspiration. In the eMarketer survey, 63% of respondents said social commerce is great for discovering new ideas and productsbut they still preferred to actually buy elsewhere.

This actually lines up perfectly with how most people naturally use these platforms:

• They find outfit ideas on TikTok and Instagram, then buy via a well-known retailer.
• They discover gadgets in a Facebook group, then go look for them on Amazon or a brand website.
• They watch live-shopping streams, but treat them more like entertainment than a serious shopping channel.

In other words, social media is winning the “top of funnel”awareness and considerationbut still struggling with the “bottom of funnel” where the actual transaction happens. That’s not necessarily a failure, but it does explain why adoption of in-app purchasing lags behind the hype.

Generational and Platform Differences

Age and platform matter a lot. Younger adults are more likely to trust social media and adopt new shopping behaviors; older adults tend to be more skeptical. Pew’s research has shown that Americans ages 18–29 are significantly more likely to say they trust information they see on social media compared with older age groups.

That trust gap shows up in purchasing behavior. Gen Z and younger millennials are more comfortable buying directly from TikTok or Instagram, especially when creators they follow promote products. Older shoppers often prefer a familiar retailer website or marketplace, even if they discovered the product on social first.

Platform-level differences also matter:

• Facebook and Instagram have the broadest demographic reach and more mature shopping features, but also a long history of scammy ads that have eroded trust among some users.
• TikTok has explosive product discovery (hello, “TikTok made me buy it”) but faces regulatory questions and data concerns that make some consumers nervous.
• Pinterest feels like a safe, planning-oriented platform but hasn’t fully captured the same volume of direct social commerce as the big two Meta apps.

Put simply: younger audiences, certain niches (beauty, fashion, low-ticket impulse buys), and certain platforms are leading the charge. For everyone else, social shopping is still more “maybe someday” than “everyday habit.”

What the New Data Tells Brands They Need to Fix

The gap between how much time people spend on social media and how often they shop inside those platforms is a massive opportunitybut only for brands willing to take trust and experience seriously.

1. Over-Communicate Legitimacy

Brands need to show, over and over, that they’re real and reliable. That means:

• Fully filled-out profiles with consistent branding across social, website, and email.
• Verified accounts where possible.
• Clear contact information, including a physical address and customer service channels.
• Visible links to detailed policies, not buried behind tiny icons.

2. Make Payment Feel Bank-Grade Safe

If 80% of consumers are ranking payment security as their top concern, you can’t treat checkout as an afterthought. Use recognizable payment providers, enable wallets like Apple Pay and PayPal, and communicate your security measures in plain language. Reassure shoppers that you don’t store card details unnecessarily and that you comply with industry standards.

3. Bring Reviews and Social Proof Front and Center

Social media is already about social prooflikes, shares, and commentsbut shoppers still want the classic signals: star ratings, written reviews, and real customer photos. New academic work on social commerce shows that trustworthy reviews significantly increase purchase intent by boosting perceived credibility and reducing privacy and risk concerns.

Surface reviews directly in the social storefront rather than forcing people to click out to a separate page to see what other buyers thought.

4. Simplify Returns and Customer Support

A generous, clearly stated return policy can convert hesitant browsers into first-time buyers. Make it obvious (and mobile-friendly) how returns work, how long they have, and how to reach support if there’s a problem. “We’ve got you if this doesn’t work out” is one of the strongest trust messages you can send.

5. Use Creators to Build Trust, Not Just Hype

Influencers and creators can help bridge the trust gapif the partnership feels authentic. Consumers are increasingly wary of over-produced, obviously sponsored content, but they still rely heavily on recommendations from creators they see as honest and consistent.

Encourage creators to share real experiences, include caveats, and show the product being used in everyday life. A “here’s what I liked and what I didn’t” review can build more trust than a glossy, no-questions-asked endorsement.

Real-World Experiences: What Social Shoppers Are Learning

Beyond the statistics, the everyday stories of social shoppers explain a lot about why people hesitateand what finally convinces them to try again.

Emily’s Instagram “Deal” That Never Arrived

Emily spotted a gorgeous coat on Instagramexactly her style, at half the price of a department store. The Reel had thousands of likes, the model looked amazing, and the caption promised “Free shipping today only!” She checked out directly in the app.

Then reality hit:

• No order confirmation email.
• A tracking link that never updated.
• Customer support that responded with canned replies (and eventually stopped responding at all).

Three months later, still no coat. The account that ran the ad had vanished. After that, Emily made a personal rule: “If I don’t recognize the brand or can’t find a real website and reviews within 30 seconds, I don’t buy.” She still saves posts for inspirationbut her purchases now happen on retailer sites she knows.

Marcus and the TikTok Gadget That Actually Worked

Marcus, on the other hand, had the opposite experience. He bought a phone accessory from a TikTok Shop vendor after seeing multiple creators (not just one) recommend it. The seller had a professional presence across platforms, clear shipping times, and hundreds of detailed reviews.

His order shipped quickly, arrived in branded packaging, and the product did exactly what the video showed. Now, Marcus doesn’t hesitate to make small, under-$50 purchases through social appsespecially when he sees strong social proof and a recognizable payment provider. For bigger-ticket items, though, he still migrates to a traditional site.

What These Stories Have in Common

Both Emily and Marcus behave exactly like the “new data” suggests:

• They’re influenced by social content and discovery.
• They’re wary of unknown sellers and shady logistics.
• They use social commerce selectivelylow-risk, low-cost purchases are easier to justify than expensive or complex ones.

Over time, positive experiences will gradually normalize in-app shopping. But one or two bad experiences can reverse that progress quickly, not just for one shopper, but for their entire circlebecause horror stories spread faster than five-star reviews.

How Shoppers Are Protecting Themselves

Consumers are not just waiting for platforms to fix things; they’re also adapting their own habits. Many:

• Use virtual cards or payment wallets to avoid exposing their main card number.
• Cross-check unknown brands on Google, Reddit, or review sites before buying.
• Start with small test orders to “trial” a brand before committing to larger purchases.
• Stick to official brand accounts and avoid random marketplace listings that feel anonymous.

This cautious behavior is exactly what you’d expect in a world where online scams are common, privacy worries are rising, and social platforms are still cleaning up their reputations.

Final Thoughts: Social Commerce Will Win When Trust Does

Social media has already won the battle for attention. It’s where people discover trends, follow brands, and get product inspiration in real time. But winning the battle for the transaction is another story entirely.

New data makes it clear: consumers are interested in social shopping, and many have tried it, but lingering concerns about scams, security, and unclear policies keep a large share from making it a regular habit. Social commerce will truly go mainstream when hitting “Buy now” inside an app feels as safe, predictable, and boring (in a good way) as ordering from your favorite big-box retailer.

Until then, brands that treat trust and experience as first-class prioritiesnot afterthoughtswill stand out. Make your social storefront feel like a real store, not just a pretty post, and you’ll be one of the few that nervous shoppers are willing to give a chance.