Six in 10 Australians take at least one action after seeing a product on social media, indicating the role these platforms now play in product discovery and purchase journeys, according to Pattern’s 2026 Marketplace Consumer Report.
Pattern Australia MD Merline McGregor said Australia’s social commerce market is forecast to grow by around 20 per cent annually, reaching approximately $12 billion by 2030.
“This highlights the scale of the opportunity and the urgency for brands to adapt or lose relevance and market share,” she said.
Consumers rarely purchase immediately after discovering a product on social media. Instead, 60 per cent search for more information on Google, 50 per cent visit a brand or retailer’s website and 41 per cent go to Amazon. The findings indicate that social media often serves as the starting point for product discovery, while purchases take place across multiple channels.
More than one-third of consumers complete their purchases on a brand or retailer’s website, 28 per cent buy through Amazon and 19 per cent purchase in-store. The report found that social media generates demand, while transactions are completed through different retail channels.
The influence of content creators declines with age. Overall, 38 per cent of consumers said they are more likely to buy a product recommended by an influencer they follow. The figure exceeds 60 per cent among consumers aged 18 to 34, before dropping to 8 per cent among those aged 65 and over.
McGregor said brands should shift from one-off influencer campaigns to ongoing creator-led content strategies.
Trust remains a factor in where consumers complete a transaction. Twenty-six per cent of Australians save products for further research, and 25 per cent seek recommendations from friends or family before buying. Meanwhile, 42 per cent choose retailers they already use because of customer service and returns policies.
According to McGregor, the findings show that consumers continue to validate what they see on social media before making a purchase by conducting further research, seeking recommendations or purchasing from retailers they already use.
“Brands need to bridge that gap by delivering consistent, credible experiences across every channel the consumer moves through,” she said.
McGregor added that consumers move between social media, brand websites, marketplaces and physical stores during the purchase journey.
- This story was originally published on Inside Small Business.
