Half of consumers worldwide discover new products through social media, but only 6% are ready to make a purchase directly on these platforms — this is the conclusion reached by ESW, which surveyed 23,000 buyers across 18 countries. Despite the fact that blogger advertising and influencer marketing effectively attract attention to products, conversion happens on other platforms: 31% of consumers prefer to shop on brand websites or retailer sites, where they trust the payment process.
Influencer marketing drives discovery, not transactions
The ESW study reveals a gap between the reach of blogger integrations and actual sales. 62% of respondents acknowledge the influence of social platforms on their purchasing decisions, yet only a handful are willing to complete a transaction in the same environment. For comparison: 38% of buyers discover new products through search engines, and 36% through offline stores.
Gen Z shows even higher numbers: three-quarters of this audience use social media to search for products. However, the gap between discovery and purchase persists for this group as well — young consumers equally prefer to complete transactions on trusted platforms.
Why conversion fails at the payment stage
The main reason for low conversion on social media is distrust of the payment process. In the US, only 25% of consumers trust built-in checkout systems on social platforms. ESW CEO Eric Aichmann notes: American shoppers are open to new product discovery methods — 45% find products through social media, nearly half are willing to use artificial intelligence for price comparison, but confidence drops sharply when it comes to payment.
A consumer can see a product from a blogger, check the price on a third-party service or through an AI tool, and buy on a brand's website — any friction along this path leads to customer loss
In the US, 37% of shoppers prefer to make purchases on brand websites; among baby boomers, this figure reaches 52%. Older audiences are particularly sensitive to data security concerns and accustomed to traditional e-commerce formats.
How brands can close the gap between reach and sales
ESW recommends that companies design the customer journey accounting for its fragmentation: a user sees an integration on social media, checks reviews on independent platforms, compares prices using AI assistants, and only then moves to purchase on a familiar platform. Each transition is a potential point of customer loss, so transparent pricing, familiar payment methods, and a sense of security are critical.
For brands, this means synchronizing strategy: blogger advertising should not simply generate reach, but direct traffic to high-conversion platforms. When planning media buying and developing media plans, it's important to account not only for CPM and integration reach, but also for transition quality — use clear calls to action, short links, and promo codes. Professional selection of bloggers with audiences inclined toward target actions, not just views, allows for forecasting real sales KPIs rather than being limited to engagement metrics — this is where working with influencer agencies like the ETC team helps, as they build the path from influencer reach to transaction.
What this means for the Russian market
ESW's findings are relevant to Russia as well, where social media remains a key product discovery channel, but trust in built-in stores is also limited. Russian consumers prefer to complete purchases on marketplaces or brand websites with familiar payment and delivery methods. This requires companies to integrate influencer campaigns with traditional sales channels and carefully work through the entire touchpoint chain.
Frequently asked questions
Why doesn't blogger advertising lead to direct sales
Only 6% of consumers are willing to buy directly on social media due to distrust of the payment process on these platforms. Most switch to brand websites or marketplaces, where they feel safer and more comfortable. Influencer marketing is effective for product discovery, but conversion requires additional steps in the customer journey.
How to increase conversion from social media
You need to create a seamless transition from a blogger integration to a purchase on a trusted platform: use direct links, promo codes, and transparent pricing. It's important to account for the fragmented customer journey — from discovery on social media through review verification to purchase on a familiar website. Each friction point reduces the likelihood of transaction completion.
Which audience uses social media most for product search
75% of Gen Z representatives find new products through social media, the highest rate among age groups. The average across all audiences is 50%, twice higher than search engines (38%) and offline stores (36%). At the same time, older generations, especially baby boomers, prefer to shop on brand websites — 52% versus 37% on average in the US.
In brief
- 50% of consumers worldwide learn about new products through social media, but only 6% buy there — data from a survey of 23,000 people across 18 countries
- 62% of buyers are influenced by social platforms, yet 31% prefer to shop on brand websites due to trust in the payment process
- In the US, only 25% of consumers trust built-in payment systems on social media; among baby boomers, the share of purchases on brand websites reaches 52%
- The customer journey is fragmented: discovery from a blogger, review and price checks, purchase on a familiar platform — any friction along this path leads to conversion loss
- For influencer marketing to be effective, the entire path to purchase must be designed: transparent prices, direct links, promo codes, and integration with high-conversion channels
Want to see where the market is heading before your competitors do? The ETC team builds a media strategy and media plan for your niche — with reach forecasts and KPIs fixed in the contract.
