Social media has become deeply ingrained into our daily lives. Even those who don’t have accounts stumble upon social content on a regular basis. In addition to these platforms changing the way we interact and connect, they have also changed how we shop.
Over the past decade, product discovery often occurred through search engines. To find out more about products, consumers typed keywords and phrases into traditional engines like Google and Bing to inquire about things such as “the best garden tools” or “top brands for warm coats.” However, in the past few years there’s been a shift, especially among younger generations of shoppers.
People are leaning into product discovery via social media. They’re opting for platforms where they can actively engage with brands and products. This evolution is fueled by shoppable posts, influencer marketing, and user-generated content, all of which often offer a more personalized and visually engaging experience. Moreover, it has helped accelerate the research and purchase process by way of social proof.
Brands that overlook social commerce risk leaving growth on the table. Today’s retailers must not only meet consumers where they are but also adapt to the unique shopping expectations of each generation.
The shift away from Google and Amazon
For many, it’s not uncommon to start a product search on either Google or Amazon. But according to new statistics by PartnerCentric released in June, TikTok and Pinterest are becoming preferred product discovery engines for Gen Z.
The survey was eye-opening: Not only did a whopping 99% of respondents use social media, only half of Gen Zers preferred Google for product reviews, instead turning to a variety of other sources first, diversifying how they discover and explore products.
That said, older generations still lean on Google to search; however, 10% of Boomers consulted YouTube before Google for reviews.
The contrast between generational behaviors may stem from younger shoppers trust for community-driven insights, short-form content, and peer validation. Other product discovery statistics of note in the survey included:
- Over 1 in 10 Millennials and Gen Zers prefer Reddit over Google for reviews and 17% of Boomers use Reddit for product reviews, making it an up-and-coming platform to watch
- 1 in 10 Gen Zers prefer TikTok to Google for product information
- The most social commerce occurs on Facebook Marketplace
TikTok as a product discovery engine
Compared to a year ago, social media use for discovering new products increased by 43%; in addition, social media for learning about new products increased by 42% and purchasing products increased by 36%. The same report showed that 1 in 3 consumers use social media to discover new products and brands.
Although Facebook is still the most highly used platform, TikTok use has surged, drawing even in use. TikTok Shop growth has been remarkable as well, with the average U.S. consumer spending $40/month on TikTok Shop, with Millennials leading at $50.
In many ways, TikTok has become the catalyst for social shopping with TikTok Live and livestream commerce driving growth. Beauty, in particular, has found strong success. Real-time demos and influencer recommendations help fuel purchases.
Moreover, TikTok’s algorithm is designed to surface relevant and viral products by blending authenticity with entertainment. Part of the platform’s success stems from creating a product discovery experience that feels organic rather forced, giving brands opportunities to spark demand through trending content.
Pinterest and visual inspiration
Pinterest is making a comeback, driven by younger generations ‘rediscovering’ this visually appealing platform. Think of it as a visual search engine that acts as a source for top-of-funnel product discovery.
The platform is more aspirational; consumers have a plan or design in mind (i.e., a bedroom remodel, winter wardrobe) and are looking for inspiration, making it a powerful product discovery tool.
For brands, Pinterest offers a unique opportunity to reach consumers at the early stages of the journey, when they’re still open to new products and ideas but already motivated to take action.
Reddit, Discord, and niche communities
Reddit and Discord are fascinating places. Although still social platforms, they are more community and discussion-oriented than traditional platforms. Another way to think about it is that they focus less on personal profiles and more on specialized or niche discussions and communication.
Digging deeper, Reddit is focused on content sharing, discussion, and community building around interests. Discord, on the other hand, is a communication platform that facilitates real-time voice, video, and text chat within communities.
Reddit and Discord both are powerful product discovery tools; they are ideal for shoppers who want authentic, community-driven recommendations during their product discovery journey. On Reddit, shoppers often turn to subreddits for unfiltered product reviews, advice, and comparisons before making a purchase. Discord, meanwhile, has evolved into more than a chat platform, with private retail and product-focused servers where members share exclusive drops, insider deals, and firsthand experiences.
Brands can use Reddit and Discord to:
On Reddit:
- Monitor relevant subreddits: Track conversations in communities related to their category (e.g., r/SkincareAddiction, r/Tech, r/HomeImprovement) to understand what shoppers are asking, praising, or criticizing.
- Engage authentically: Avoid salesy posts; instead, answer questions, share expertise, or provide helpful resources. Redditors value transparency and honesty.
- Run AMA (Ask Me Anything) sessions: Position thought leaders, product developers, or brand ambassadors to build credibility and answer real shopper questions.
- Use Reddit Ads strategically: Promote in relevant subreddits where users are already primed to discover new products.
On Discord:
- Create branded servers: Build spaces where fans can connect directly with your brand, access exclusive content, and engage in real-time conversations.
- Offer exclusive access: Use private or tiered channels for loyal members, giving early access to product drops, beta testing, or VIP deals.
- Foster peer-to-peer sharing: Encourage community members to post unboxing photos, reviews, or product hacks—content that drives trust and discovery.
- Leverage influencer-run servers: Partner with micro-influencers who run niche communities to organically introduce your brand to engaged, loyal audiences.
What social commerce means for brands
Brands have a unique opportunity with social commerce. When consumers discover products via social platforms, retailers can make it easy for them to buy immediately with shoppable posts and live shopping events. However, it’s critical to think beyond the purchase. Brands should also aim to forge authentic, lasting connections.
Steps brands can take now
- Create social-first product discovery strategies: Invest in short-form video, live shopping, and interactive community content to meet shoppers where they’re already browsing.
- Prioritize authenticity: Lean into peer-driven trust by highlighting user-generated content, reviews, and influencer collaborations instead of overly polished ads.
- Expand beyond traditional marketplaces: Build a presence in platforms and communities like Reddit and Discord, where real conversations drive loyalty and exclusivity.
- Test and diversify channels: Experiment with TikTok Shop, explore Pinterest ads, engage authentically on Reddit, and consider partnerships in private or niche communities.
Fueling social commerce with fulfillment
Social commerce requires the same post-purchase experience as any ecommerce, marketplace, or DTC transaction. Consumers who discover products via TikTok, Pinterest, or Reddit want the same speed and convenience, and a brand’s 3PL partner will be crucial to handling this growing commerce channel.
What makes social commerce different is the potential for spikes and random peaks from viral trends, and a partner that can manage omnichannel order fulfillment seamlessly, and deliver fast, reliable shipping to keep the social-to-purchase experience smooth and satisfying will be a necessity, especially during high-demand moments.
Social commerce is changing how consumers navigate product discovery and buy, and fulfillment needs to keep up. At Kase, we help brands stay ahead with flexible, scalable logistics that can handle everything from viral demand spikes to multi-channel order flows. Ready to future-proof your fulfillment? Contact Kase today to connect with a logistics expert.
