By Caroline Forsey

Amazon pillows.

Korean moisturizer.

An acupuncture mat.

These are just a few of the objects I’ve purchased on Instagram over the past couple months – mainly because an influencer told me to.

I’m not alone. Today’s shopper doesn’t head to the mall when she’s bored; she opens her phone.

In fact, according to HubSpot’s 2024 Consumer Trends survey, 25% of social media users have bought a product from directly within a social media app in the past three months.

As Adam Ortman, Founder and President of Kinetic319, puts it, “Each scroll and swipe is a potential opportunity, offering a dopamine-driven delight that our brains are hardwired to chase.”

Here, let’s jump into the psychology behind why social shopping is rising steadily in popularity in 2024.

1. It taps into our inherent desire for instant gratification.

As humans, we live for the short-term dopamine fix. When we’re bored, stressed, or tired, it’s all-too easy to give in to the urge for a little “boost” in our day – be it new sunglasses, a new top, or that fancy face wash influencers’ have been boasting about for weeks.

As Ortman told me, “It’s all about the thrill of the find and the joy of the ‘buy now’ buzz. This clever algorithmic design keeps consumers coming back for more, eager for that next like, comment, or, in this case, purchase opportunity.”

Consumer Psychologist Shilpa Madan agrees with Ortman that the short-term gratification we receive from purchasing on social media is partially what keeps us coming back.

As she puts it, “The ease with which transactions can be completed on these platforms caters to the consumer’s desire for instant gratification—a key factor in impulse buying. This seamless experience, coupled with the rich media and entertainment value of social shopping, increases the willingness to ‘click-to-buy’.”

2. It elicits a sense of connection.

While I still occasionally enjoy scrolling through a brand’s website to shop, these days, I primarily find my next purchases on social platforms.

Consumer Psychologist Kate Odegard believes this is because I’m able to find a stronger sense of connection on social media compared to a brand’s website.

She told me, “Consumers are drawn to social commerce because it’s more like the digital version of a shopping mall than scrolling through products on a brand website. One is about connection and curation, and the other is transactional and over-optimized.”

She adds, “In the research I’ve seen, consumers who are most receptive to social commerce turn to creators and influencers for guidance. They don’t scroll through posts, but instead, purposefully look to be inspired, to interact, and to participate in creator content.”

Consider this fun, light-hearted Instagram from one of my favorite influencers, Jen Reed: