The Australian shopping journey is being reshaped by social media, with new research showing the platforms have become a powerful driver of purchasing decisions and are changing how consumers discover, research and buy products.

The shift is forcing brands to rethink how they attract customers in an increasingly digital retail environment.

Research from Pattern found six in 10 Australians take action after seeing a product on social media, highlighting the growing role of platforms in generating consumer demand.

Rather than simply influencing purchases, social media is increasingly prompting shoppers to begin the buying process.

The findings show 60% of Australians search for a product on Google after discovering it on social media, while half click through to a brand or retailer’s website.

Another 41% go directly to Amazon, underlining how social platforms are now acting as a starting point for product discovery rather than just a marketing channel.

“Australia’s social commerce market is projected to grow 20% annually to reach approximately AUD$12 billion by 2030,” said Merline McGregor, Managing Director at Pattern Australia.

“This highlights the scale of the opportunity and the urgency for brands to adapt or lose relevance and market share.” said McGregor.

Influencer power strongest among Gen Z and Millennials

Social media influencers are becoming an increasingly important force in Australia’s retail market, although their ability to shape purchasing decisions varies sharply by age.

New research shows younger consumers are far more likely to buy products endorsed by creators they follow, while older Australians remain largely unaffected.

Pattern found 38% of Australians are more likely to purchase a product if it is recommended by a social media influencer they follow.

That figure jumps to 62% among people aged 18 to 24 and 61% for those aged 25 to 34, highlighting the growing commercial influence of creator-led marketing among younger generations.

The impact falls away with age. Just 20% of Australians aged 55 to 64 said influencer recommendations make them more likely to buy a product, while only 8% of those aged 65 and over reported the same, suggesting brands relying on influencer campaigns may struggle to reach older consumers.

“This is not just a shift in media consumption, but a shift in how trust is built. For younger consumers, influencers and social platforms are increasingly shaping what gets noticed, what is trusted and what gets bought,”

“Brands need to adapt to this new reality. That means moving beyond one-off influencer campaigns and thinking much more seriously about how to build always-on, creator-led content strategies that drive a return,” said McGregor.

Despite its growing influence, a trust gap in social commerce remains a key barrier to full conversion for many shoppers.

A significant number of Australians choose to save products discovered on social media for further research (26%), while others seek recommendations from friends or family (25%) before making a purchase.

Trust gap remains a barrier to full conversion

This caution is further reinforced by the fact that 42% of consumers still prefer to complete transactions through familiar retailer channels, where established customer service and returns processes are present.

“Social media is now the engine of demand, but trust still dictates where transactions are completed.”

“Consumers are often taking additional steps to validate what they see, whether that’s researching further, seeking recommendations, or ultimately choosing to transact through more familiar retail environments.”

“That tells us social media is driving intent, but trust is still determining where conversion happens,” observed McGregor.”

“Brands need to bridge that gap by delivering consistent, credible experiences across every channel the consumer moves through.” she said.

Social media becomes the gateway to retail purchases

Although social media is increasingly the starting point for product discovery, purchase behaviour remains distributed across a range of channels.

When a product captures attention, more than a third of consumers are most likely to complete their purchase on a brand or retailer’s website. Amazon follows closely at 28%, while 19% prefer to buy in-store.

The findings point to a fragmented path to purchase, where social platforms generate demand, but conversion is shared across retail channels.

“Brands should stop thinking about social media as separate from commerce,” said McGregor. “Consumers are moving fluidly from social content to marketplaces to retailer websites to stores.

“Brands that convert shoppers are the ones that can create demand on social media and carry it through to wherever the customer chooses to buy.” she said.

Brands must create connections where their customers are

With social media embedded in everyday shopping behaviour, brands that continue to rely on outdated discovery models are finding it harder to connect with shoppers.

“The way consumers discover products has changed, and many brands are still playing catch-up. With 96% of Australians on social media, these platforms are where demand is created and won,”

“Pattern was recently named TikTok Shop Strategic Partner of the Year for 2025, reflecting the growing importance of social-led commerce,”

“We help brands turn discovery into purchase and build social experiences that convert,” concluded McGregor,”