Social Commerce Insights Report
We surveyed 2,700+ US consumers and analyzed 12,000+ comments to decode how people actually discover brands, engage, and shop on social.
Social media is the first stop on the buying journey
Insight #1
You're optimizing search, they're shopping from Stories
7 in 10 say social content nudges their consideration, even when they’re not actively looking to buy.
That’s discovery with teeth.
In 2025, social has evolved beyond a channel to get reach, visibility, and awareness.
Insight #2
Meta leads. TikTok is moving fast.
Pinterest is slept on.
Meta retains its dominant position in 2025 with shoppable posts, creator collabs, and Stories.
But TikTok is catching up. In Q1 2025, TikTok Shop hit $10B in global GMV.
Pinterest is great for seasonal or lifestyle-driven categories.
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Engagement is the signal for purchase intent
Insight #3
Comments show intent before clicks
We looked at internal Scrollmark data from 50+ customer social accounts across Facebook, Instagram, and TikTok.
Here’s what we found when we tagged and categorized 12,000+ comments.
1 in 3 comment was related to products or purchase.
Insight #4
Product or shipping questions signal buyer readiness
We asked consumers when they comment on a product post with a question like price, sizing, or availability, how likely is it that they're genuinely interested in buying.
Product-specific questions are among the strongest intent signals in social commerce.
Insight #5
Repeat engagers are 4.5x more likely to convert
Across Scrollmark-powered brands, we saw this play out too.
Commenters who engaged multiple times opened DMs 2x more often, clicked links 3x more than one-time engagers, and gave their email, phone, and other personal info 3.5x more often.
Download the full report to see what else we uncovered
2,700+
Consumers surveyed about social discovery, engagement, and buying behavior
12,000+
Comments left on retail and DTC brand posts analyzed across social media platforms
11
Key trends unpacked in this report, for teams who care about what actually moves shoppers
