Research shows that social media is increasingly shaping consumer behavior in Australia, with 60% of consumers taking some form of action after viewing a product on these platforms. These findings come from the 2026 Marketplace Consumer Report by Pattern.
The Rise of Social Commerce
According to Pattern Australia’s Managing Director, Merline McGregor, the country’s social commerce market is slated to grow by an estimated 20 percent annually. It’s projected to reach a staggering 12 billion dollars by 2030. McGregor emphasizes the opportunities this growth presents, urging brands to adjust their strategies accordingly in order to maintain relevance and market share.
Interestingly, consumers don’t rush to purchase a product immediately after discovering it on social media. Instead, the majority (60 percent) opt to search for additional information on Google. Half of them visit the brand or retailer’s official website, while 41 percent check out the product on Amazon. This behavior indicates that while social media often initiates product discovery, the actual purchasing process unfolds across various channels.
Over a third of consumers finalize their purchases on the brand or retailer’s own website, 28 percent opt for Amazon, and 19 percent prefer to buy in-store. This suggests that while social media is instrumental in generating demand, transactions are typically completed through other retail channels.
Influence of Content Creators and Trust
The impact of content creators on consumer behavior is also evident, although it wanes with age. Overall, 38 percent of consumers are more likely to purchase a product endorsed by an influencer they follow. This percentage soars to 60 among consumers aged 18 to 34 but dips to a mere 8 percent for those 65 years and older.
McGregor advises brands to transition from sporadic influencer campaigns to sustained, creator-led content strategies. Trust continues to be a significant factor in determining where consumers decide to complete a transaction. Twenty-six percent of Australians save products for further research, and a quarter seek recommendations from friends or family before making a purchase. Additionally, 42 percent choose to shop with retailers they have previously patronized due to their trusted customer service and returns policies.
McGregor concludes that the findings confirm consumers’ tendency to cross-verify what they see on social media before making a purchase. This is done by conducting further research, seeking recommendations, or purchasing from retailers they are already familiar with.
Questions & Answers
What role does social media play in consumer behavior?
It plays a significant role in product discovery. Around 60% of consumers take some form of action after seeing a product on social media.
What is the projected growth of Australia’s social commerce market?
The social commerce market in Australia is expected to grow by approximately 20% annually, reaching around $12 billion by 2030.
How do consumers respond after finding a product on social media?
Most consumers don’t buy the product immediately. Instead, they search for more information online, visit the brand’s website, or check the product on Amazon.
