In today’s digital marketplace, we’re facing a significant disconnect between how businesses use social media and what consumers actually want. Recent data highlights this gap in stark terms, revealing why our current approach may be fundamentally flawed.
The Discovery-Purchase Disconnect
According to a November 2024 Coveo survey of 4,000 U.S. and U.K. adults, 73% of shoppers regularly discover products while browsing social media. However, only 10% go on to make their purchase within the same platform. This massive gap tells an important story about consumer behavior and trust.
When shoppers find products on social media, their next steps reveal volumes about trust issues:
- 38% try to find the product on marketplaces like Amazon or eBay
- 18% navigate to the retailer’s website
- 18% check if the product is available at local stores
- Only 10% purchase directly through social media
As Peter Curran, general manager of commerce at Coveo, notes: “Shoppers are open to the idea, but trust, checkout friction, and product confidence hold them back. Social platforms perform well from a discovery perspective, but when it’s time to buy, most shoppers prefer to turn to trusted marketplaces or retailers.”
The Relational Breakdown
The statistics illuminate what many of us have felt intuitively: social media has damaged the relationship businesses once had with their customers. Instead of building connections, we’ve created environments where we simply push products at people without inviting them into anything meaningful.
This approach has created a cacophony of voices all competing for attention—businesses, influencers, and paid promoters all claiming their product will solve customers’ problems. With so many conflicting messages, is it any wonder consumers have developed trust issues?
Where there is a trust issue, there is invariably a relational issue. Traditional marketing built relationships through consistent value delivery and genuine connection. Today’s social media marketing often bypasses this foundation, focusing instead on immediate conversion and algorithmic reach.
Reclaiming Trust Through Value-First Approaches
The path forward requires returning to fundamentals: providing value first. When customers know we genuinely care about solving their problems—not just making a sale—they become more willing to engage. This principle has always been true, but it’s especially critical in today’s skeptical, oversaturated digital environment.
Social media can be an incredibly powerful tool when used to educate and inform rather than simply sell. Through thoughtful content that addresses real customer needs, we can demonstrate expertise and build the trust necessary for consumers to make purchasing decisions.
Consumers are smarter than many marketers give them credit for. They can discern whether what we offer will genuinely solve their problems, but only if we provide enough value and information for them to make that assessment.
Aligning With Consumer Expectations
The Coveo survey reveals additional insights that support this relational approach. While 71% of shoppers restrict their data sharing to what’s absolutely necessary, 58% will share data with brands they trust. Trust unlocks opportunity.
Furthermore, 90% of shoppers believe the online shopping experience should be better than (40%) or equal to (50%) the in-store experience. This expectation speaks to the importance of creating digital shopping journeys that feel personal, valuable, and trustworthy—just like the best in-person retail interactions.
Moving Forward
The solution isn’t abandoning social media marketing but transforming how we approach it. Instead of viewing these platforms primarily as sales channels, we should see them as relationship-building opportunities where we can:
- Provide genuine value through educational content
- Build community around shared interests and needs
- Establish trust through consistency and transparency
- Listen to customers rather than simply talking at them
- Offer solutions rather than just products
By rebuilding the relational foundation of marketing, we can address the trust deficit that currently exists. When customers know we care about their success, they’ll care enough to buy—and the statistics will begin to shift.
Social media doesn’t have to remain just a discovery tool with purchases happening elsewhere. By addressing the underlying trust issues, businesses can create environments where consumers feel confident and comfortable completing their journey from discovery to purchase, all within the platform where the relationship began.
