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Research Briefs

05 published

Latest Research Brief · No. 05

The Trust Imperative.

The last purchase decides the next one. Very satisfied shoppers buy again at about three times the rate of the merely satisfied.

By Kerry Lyons·June 22, 2026·5 min read

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Earlier briefs

Research Brief · No. 04 · The Age Inversion

Which generation spends the most on social commerce?

On frequency, spend, and repurchase intent, the social commerce buyer is 35 to 44, not Gen Z, while 18 to 24 year olds report the worst experiences.

By Kerry Lyons·June 16, 2026

Research Brief · No. 03 · The Social Commerce Trust Gap

Do shoppers trust brand websites or social platforms?

Brand websites earn trust from 81 percent of shoppers. The strongest social platform trails by 32 points at 49 percent, yet shoppers spend heavily on the platforms they trust least.

By Kerry Lyons·June 8, 2026

Research Brief · No. 02

Discovery and purchase have collapsed into the same moment.

73% of social commerce purchases are unplanned, and most close within hours of first exposure. The traditional purchase funnel doesn't survive contact with this data.

By Kerry Lyons·May 14, 2026

Research Brief · No. 01

What 1,000 social shoppers told us about how they actually buy.

Three findings from a panel of 1,000 active US social shoppers that should change how brand marketers plan for the rest of 2026.

By Kerry Lyons·May 11, 2026

Questions, answered by the data

07 published

Data Answer

Do shoppers trust influencer recommendations?

Creator recommendations rank last of the five trust signals shoppers weigh, at 48 percent, behind secure payment, easy returns, verified sellers, and reviews.

ScrollSignal Research·n=1,000 US social shoppers

Data Answer

Does livestream shopping drive purchases?

Half of social shoppers watch livestreams, but only 6 percent credit them for discovering what they bought and 11 percent call them most influential.

ScrollSignal Research·n=1,000 US social shoppers

Data Answer

Where do social commerce purchases complete?

43 percent finish inside the social app and 41 percent on the brand's own site. Marketplaces take 12 percent, and 3 percent finish in a store.

ScrollSignal Research·n=1,000 US social shoppers

Data Answer

How much does the average social shopper spend?

$272 over six months, with more than 4 in 10 spending $200 or more. A third stay under $100.

ScrollSignal Research·n=1,000 US social shoppers

Data Answer

What percent of social media purchases are impulse buys?

73 percent of shoppers were not shopping for the product they bought. Only 7 percent knew the exact product before the feed showed it to them.

ScrollSignal Research·n=1,000 US social shoppers

Data Answer

Do men or women spend more on social commerce?

Men do. 46 percent of men spent $200 or more in six months, versus 36 percent of women. At the $1,000 level it is 6 percent versus 2 percent.

ScrollSignal Research·n=1,000 US social shoppers

Data Answer

How easy is it to return something bought on social media?

Almost half of the shoppers who wanted a return did not get a clean one. 25 percent found it easy. The rest fought for it, gave up, or were never able to return it.

ScrollSignal Research·n=1,000 US social shoppers

The full picture

All five briefs are live. The report goes deeper.

Every chapter of the Social Commerce Intelligence Report 2026 is now published here as a standalone brief. The full report has the cross-tabs behind each finding. Subscribers to The Signal get new analysis first.

Read the full report → Free executive summary

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