Social media platforms are turning into direct shopping channels
As social media platforms evolve from brand promotion spaces into direct shopping channels, the market is expected to exceed $1.5 trillion by the end of 2026.
Social media platforms are transforming from spaces where brands promote products into commerce channels where direct shopping takes place. Research shows that social commerce is growing rapidly.
The Rise of Social Commerce
A product no longer appears in a store first, but on a screen. A video watched triggers curiosity, and a single click initiates a purchase. Instagram, TikTok, and YouTube are at the center of this consumer behavior.
According to DHL research, Instagram stands out among social commerce platforms in Turkey with 66 percent. YouTube is preferred at 47 percent, and TikTok at 27 percent.
Consumer Trends
Globally, 82 percent of consumers state that trending or viral products influence their purchasing decisions. Meanwhile, 62 percent point to the importance of customer reviews.
Deloitte research reveals that platforms are flattening the purchasing funnel. 61 percent of consumers have discovered a new brand or product on social media in the last 12 months.
Market Expectations
MMA Turkey President Didem Namver states that the number of active social media users worldwide has exceeded five billion. In Turkey, more than 80 percent of the population spends hours on these platforms every day.
The social commerce market is expected to exceed $1.5 trillion by the end of 2026. In the future, unified commerce models and AI-integrated strategies will come to the fore.