Social media reshapes Australians' shopping habits

Pattern has published research showing that social media is reshaping how Australians discover and buy products, with six in ten consumers acting after seeing a product on social platforms.

The research found that 60% of Australians search for products on Google after seeing them on social media. Half click through to a brand or retailer website, while 41% go directly to Amazon, suggesting social platforms now play a central role in generating shopping intent.

Merline McGregor, Managing Director at Pattern Australia, said the shift is accelerating as social commerce expands. "Australia's social commerce market is projected to grow 20% annually to reach approximately AUD$12 billion by 2030," she said.

She said the figures show a growing need for brands to rethink how they approach customers online. "This highlights the scale of the opportunity and the urgency for brands to adapt or lose relevance and market share," McGregor said.

Generational split

The research points to a clear divide in the influence of social media personalities across age groups. Overall, 38% of consumers said they are more likely to buy a product if it is recommended by an influencer they follow.

That figure rises to 62% among people aged 18 to 24 and 61% among those aged 25 to 34. The effect weakens among older groups, falling to 20% for consumers aged 55 to 64 and 8% for those aged 65 and over.

McGregor said the findings show social media is changing how younger shoppers build confidence in products. "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," she said.

Trust barrier

Despite the growing role of social platforms in product discovery, the research suggests many Australians still pause before making a purchase. Some 26% save products they find on social media for further research, while 25% seek recommendations from friends or family.

Another 42% prefer to complete purchases through familiar retailer channels, where returns processes and customer service are already established. This suggests that while social media may initiate demand, many consumers still rely on familiar settings to complete transactions.

McGregor said the gap between discovery and checkout remains important for brands trying to turn attention into sales. "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," she said.

She added that brands need consistency across platforms if they want to keep consumers engaged through the full buying process. "Brands need to bridge that gap by delivering consistent, credible experiences across every channel the consumer moves through," McGregor said.

Across channels

The findings also show shoppers move across several channels before completing a purchase. More than a third of consumers are most likely to buy on a brand or retailer website, 28% prefer Amazon and 19% choose to shop in-store.

That spread suggests the path from product discovery to purchase no longer follows a single route. Social media may be the starting point, but transactions are distributed across marketplaces, direct retail sites and physical shops.

McGregor said brands should treat social media as part of a broader retail journey rather than as a separate marketing channel. "Brands should stop thinking about social media as separate from commerce," she said. "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."

The report also pointed to the scale of social platform use in Australia, with 96% of Australians on social media. McGregor said brands that still depend on older discovery models may struggle to reach shoppers where attention is now concentrated. "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," she said.