THE RISE OF SOCIAL COMMERCE: ANALYZING CONSUMER TRENDS IN DIGITAL SHOPPING

Abstract

The rise of social commerce has transformed the landscape of digital shopping by integrating social media platforms with e-commerce functionalities, thereby altering the consumer buying journey. This paper explores the evolving consumer trends in social commerce, focusing on how platforms like Instagram, Facebook, and TikTok have become key drivers of online purchasing behaviors. With a particular emphasis on consumer engagement, influencer marketing, and social interactions, the study delves into the factors that contribute to the growing appeal of social commerce, including personalized recommendations, peer influence, and seamless shopping experiences. The research highlights the impact of trust, social validation, and the role of user-generated content in shaping consumer decisions. Furthermore, it analyzes the implications of these trends on traditional retail models and discusses the future trajectory of social commerce in the context of emerging technologies such as augmented reality and artificial intelligence.