Social media is one of the most powerful tools for brand discovery. Shoppers scroll, watch and engage with content that introduces them to new products and businesses every day.
But while discovery is high, direct purchasing on these platforms is still limited. Many shoppers see something they like on social media, then choose to buy through other channels.
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Where Canadians spend their time on social media
Canadians are active across a range of social media platforms, but usage patterns vary by generation.
Where you will find Canadians on social media
Source: DGTL, Data-driven social media behaviour insights, 2025.
Generational differences stand out: Gen Z is more likely to use Snapchat and TikTok. Millennials and Gen X frequent Facebook multiple times a day. TikTok and Snapchat remain the least used platforms among avid e‑shoppers overall.
Check a channel at least once a day
What this means for your business
Choose platforms based on where your target audience spends the most time. Align your social strategy with the habits of your core customers to maximize reach and relevance.
Platforms driving product and brand discovery
Social platforms are a major source of product and brand discovery for online shoppers. While discovery is high, purchasing directly on these platforms remains low. Many shoppers instead take what they’ve found and buy through other channels. That’s a sign that social media often serves as the starting point in the customer journey, not the final step.
Shopping social media
| Platform | Discovered new product on platform | Purchased on platform | Purchased elsewhere |
|---|---|---|---|
| 41% | 6% | 16% | |
| 35% | 8% | 15% | |
| TikTok | 28% | 4% | 11% |
| YouTube | 18% | 1% | 8% |
| 14% | 2% | 5% |
What this means for your business
Focus your discovery content on the platforms where your audience is most likely to find you. Treat social media as the spark that inspires interest, then make it easy for customers to complete their purchase wherever they prefer to shop.
What inspires (and what stops) purchases
Knowing what drives shoppers to buy and what holds them back is essential for turning social engagement into sales. Motivations reveal the levers you can pull to encourage action, while barriers highlight the trust gaps and friction points you need to address.
Together, they form the blueprint for making social media a more effective sales channel.
Top motivations for purchasing on social media
| Motivation | Percentage |
|---|---|
| Accessing exclusive deals and promotions | 47% |
| Discovering new products | 39% |
| Recommendations from family/friends | 36% |
| Seeing a well-targeted ad on feed | 31% |
| Visual inspiration | 30% |
| Social proof like reviews and testimonials | 29% |
Top barriers to purchasing on social media
| Barrier | For those who never purchased | For those who have purchased |
|---|---|---|
| Unsure of legitimacy of sellers | 70% | 75% |
| Concerned about sharing payment information | 45% | 52% |
| Worried about sharing personal data | 40% | 48% |
| Concerned about quality of products | 39% | 53% |
| Do not trust comments or reviews | 38% | 32% |
| Concerned about returns policies | 37% | 43% |
| Know someone who had a negative experience | 9% | 22% |
What this means for your business
Highlight the benefits that matter most to your audience, and address trust concerns head‑on. Be transparent about who you are, offer secure payment options, showcase authentic reviews and make return policies clear to reduce hesitation.
Voices and signals shaping social buying decisions
Understanding who and what shapes purchase decisions on social media is critical for building campaigns that convert. The right source can turn casual scrolling into genuine interest, while the wrong one can be ignored entirely. Knowing which voices your audience trusts most allows you to focus your efforts where they’ll have the greatest impact.
Most influential sources for social media purchases
| Influential source | Discovered product | Purchased on social | Purchased elsewhere |
|---|---|---|---|
| Brand-sponsored ads on social media | 21% | 5% | 10% |
| Brand-sponsored boosted posts | 21% | 4% | 10% |
| Brand-sponsored live-stream shoppable event | 6% | 1% | 4% |
| Brand-sponsored recorded shoppable event | 14% | 2% | 6% |
| Shout outs or recommendations from paid influencers | 14% | 2% | 6% |
| Shout outs or recommendations from family/friends | 18% | 3% | 9% |
What this means for your business
Build credibility by combining trusted voices with clear product information. Encourage satisfied customers to share their experiences and use influencers strategically by targeting the generations most receptive to their recommendations.
How shoppers use social media to guide their purchases
Every shopper comes to social media with a different mindset. Understanding these distinct approaches helps you tailor your content, offers and calls‑to‑action to meet customers where they are and guide them toward a purchase in a way that feels natural.
Social shopping approaches Canadians say “sound a lot like me”
Savings seeker: Motivated by exclusive discounts, promotions and special offers.
Social shopping resister: Resists making purchases through social media.
Social window shopper: Reviews product details on social media but make purchases elsewhere.
Informed social shopper: Motivated by comprehensive product information and user reviews on social media.
Brand devotee: Engages with and prefer businesses on social media aligned with trusted preferences due to strong brand loyalty.
Social media avoider: Avoids social media platforms and prefer to maintain a traditional online presence.
Sustainable choices advocate: Driven by sustainability, actively seek businesses on social media prioritizing eco-friendly practices.
Visual inspiration explorer: Inspired by captivating visuals on social media, occasionally make impulse purchases based on creative inspiration.
Mobile ecommerce enthusiast: Motivated by mobile shopping convenience, favor businesses on social media with seamless mobile experiences.
Community connection devotee: Active in online communities, peer interactions and shared experiences influence my purchasing decisions.
Influencer insights enthusiast: Attracted to products or services recommended by social media influencers.
What this means for your business
Segment your social strategy to match the behaviours of your audience. Create targeted campaigns for deal‑seekers, informative content for cautious buyers and engaging visuals for inspiration‑driven shoppers.
Familiar and familial factors that influence purchases
Understanding what truly influences a shopper’s decision on social media is critical for building campaigns that convert. The right source of influence can turn casual interest into action, while the wrong one will be ignored.
Most influential factors in social media purchasing decisions
| Influence factor | Percentage |
|---|---|
| Brand familiarity | 72% |
| Friends and family | 72% |
| Significant other | 67% |
| Product comments remarks and reviews | 63% |
| Peers and colleagues | 57% |
| Industry experts | 54% |
| Members of online communities or social groups | 34% |
| Social media influencers | 12% |
| Celebrities | 9% |
What this means for your business
Build credibility by combining trusted voices with clear product information. Encourage satisfied customers to share their experiences, highlight authentic reviews and use influencers strategically to reach the audiences most receptive to them.
Final takeaways
For ecommerce businesses today, social media’s greatest strength is brand discovery and influence. By understanding where your audience spends time, what motivates them and which content they trust, you can turn engagement into action.
Focus on building credibility, tailoring your approach to different shopper mindsets and using the right platforms and formats to guide customers from discovery to purchase wherever that happens.
Unless cited separately, all statistics were taken from Canada Post’s 2024 eShopper Survey, a survey of 5,000 Canadian online shoppers conducted by Phase 5 Consultation.
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