Impulse Buying and its Impact on e-Commerce

Social media has become an indelible part of everyday life, with Americans spending over two hours on average per day scrolling their feeds. A significant chunk of social media users are millennials and Gen Z, who, incidentally, also make up a dominant share of online shopping. While social media’s origins were innocuous, serving as a platform to connect people online, it has since evolved far beyond that, shaping opinions, driving trends, and, most importantly, defining consumer behavior.

One notable way social media influences consumer behavior is through impulse buying. While a recent phenomenon, impulse buying is a broader progression driven by social media and mobile usage. Most interactions with social platforms happen on phones, often outside traditional hours — early mornings or evenings — when people are more relaxed and consume content that resonates emotionally, sparks curiosity, or creates a sense of urgency.

This shift has allowed smaller brands to introduce new products and compete directly with larger, established businesses. Social commerce has helped SME retailers think beyond traditional media and advertising, which favor big budgets. Platforms like TikTok and Instagram make it easy for users to discover products through organic content, influencer posts, or targeted ads.

This transition has reshaped how people interact with brands, making it easier for SMEs to compete by creating relatable, compelling narratives around their products. Social media’s capacity for viral reach and refined consumer targeting helps brands connect with people more personally, driving impulse buys through shoppable posts and one-click purchasing options.

Leveraging Social Commerce for Increasing e-Commerce Sales

Companies turning to social commerce should develop a deep understanding of their target audience — their likes, dislikes, preferences, and buying behavior. Knowing the customer enables the creation of relatable and engaging content, which can help draw in potential buyers and, ergo, increase sales.

Video content on social media platforms drives high engagement and sales. Visually compelling videos that focus on delivering an experience can excite viewers, helping build interest and brand awareness.

While impulse buying is common in lower-cost items, the process tends to shift with higher-value products, as consumers may deliberate further by turning to search engines. Regardless, the original interest and intent often start with the social media experience, reflecting how platforms have become the starting point for product discovery and consumer decision-making.

Influencers play a pivotal role in the social commerce ecosystem, especially for big-ticket buys or products competing in a highly contested vertical. In the past, influencing was largely the domain of celebrities with widespread media exposure. However, social media has led to a thriving creator economy, empowering thousands of micro-influencers to cultivate their niche audiences.

These micro-influencers wield influence over loyal and highly engaged followers by building trust — and, more crucially, relatability. This relatability makes micro-influencers particularly effective in driving engagement and sales, as they feel more approachable to the average consumer, sharing opinions that align with their interests and needs.

Brands, large or small, can generate interest by partnering with influencers who have built trust and credibility with their audiences. This trend of leveraging relatable voices through reviews and comparisons will likely remain a powerful driver of purchasing decisions.