Social ecommerce is reshaping online retail, blending the reach of social media with the convenience of in-app purchasing. The premise is simple: instead of directing shoppers to external websites, retailers can now bring the entire buying journey to the platforms and apps people use daily to engage with content.
However, while social ecommerce is predicted to be a $1 trillion sector by 2028, a striking contradiction exists: platforms are racing ahead with integrated shopping features, but consumer trust isn’t keeping pace.
In this article, I’ll explore the reasons behind this trust gap — especially when it comes to security and payment confidence — and share some thoughts about what retailers, social platforms and regulators must do to close it.
The Evolving Models of Social Commerce
Social ecommerce isn’t a single channel or experience — it’s a growing ecosystem of approaches that blend content, community and commerce. Broadly speaking, three models have emerged:
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1. Native In-App Checkout: Platforms like TikTok, Instagram and Facebook have rolled out in-app checkout features, letting users browse, tap and pay without ever leaving their apps.
2. Shoppable Posts and Live Streams: Whether it’s a swipe-up link on a story or a livestream with product tagging, the goal is to inspire or compel users into making a purchase.
3. Off-Platform Payment Links: Payment links are URLs that can be added to direct messages, stories or posts. The links take shoppers directly to standalone, secure checkout pages — typically hosted by a third-party payment provider.
Each model comes with trade-offs in terms of reach, control and trust. What unites them is the shared challenge of making the ecommerce experience feel seamless and secure.
The Disconnect Between Retail Readiness and Consumer Confidence
According to HubSpot, 52% of social media marketers already use platforms to sell products natively, and seven in 10 major retailers now have dedicated social ecommerce staff. Conversely, the same survey revealed that only 25% of social media users bought a product directly in-app over the past three months — a promising figure, but still lagging behind retailer adoption.
These statistics suggest businesses are all-in with social ecommerce, yet consumers are hesitant. A quick glance at global fraud statistics shows they’re right to be concerned:
- Data from the United States FTC shows over $3 billion was lost in 2024 to scams that started online, with “money being lost more often” (70%) when a victim was contacted via social media.
- A survey from Atlas VPN revealed that nearly 50% of social media users had fallen victim to online shopping scams.
Swap statistics for real-world experience and you’ll find social platforms awash with too-good-to-be-true deals, vague return policies and stories of undelivered goods, creating a sense of suspicion that’s difficult to overcome.
Practical Steps for Ecommerce Businesses
For retailers investing in social ecommerce, earning consumer trust should be as much a priority as product and content strategy. Building trust means being present: customers are more likely to buy from brands that show up consistently on social platforms — not just with promotions, but with real engagement. Responding to comments and addressing issues in public view all help humanise brands and reinforce authenticity.
Equally important is clarity around returns and refunds. Many customers are hesitant to buy on social platforms simply because they’re unsure what happens if something goes wrong. Post-purchase support plays a critical role as well. When customers know they can reach someone quickly if there’s a problem — or even just to ask a question — it boosts confidence at the point of purchase.
The Role of Checkout and Payment Flow
In-app checkouts deliver smooth payment journeys and reduced friction, but this is often negated by low consumer uptake. While platforms like Instagram, TikTok and Facebook are investing heavily in native checkout experiences, they’re not universally available. In addition, concerns about linking sensitive financial details to social apps can result in low adoption.
Merchants also face additional trade-offs, as they are bound by the social platform’s evolving rules and fees. Finally, there’s little flexibility to customise the checkout flow or reinforce brand identity. Access to valuable customer data also is limited.
That said, in-app checkouts can be a good fit for businesses with highly engaged social audiences, impulse-driven products or strong influencer marketing strategies — especially in sectors like fashion, beauty or lifestyle, where convenience and speed can directly drive conversions.
A Hybrid Solution
Payment links, which can be added to social content like any other URL, are a fast, lightweight way to sell on social media, especially where in-app checkouts are unavailable or unsuitable.
For small businesses and local merchants, the benefits are clear:
- Low setup cost: A zero-code, no-integration payment solution that doesn’t require a full e-commerce platform or even a dedicated website.
- Broad flexibility: Links can be shared via Instagram DMs, Facebook posts, WhatsApp, SMS or email.
- Faster time-to-sale: Ideal for one-off items, promotions or spontaneous “DM to buy” moments.
- More control: Sellers can use their preferred payment provider, customise the experience for local audiences and retain access to buyer information while potentially lowering fees.
Tackling Trust and Conversion Issues
Payment links aren’t without challenges. Redirecting users away from a platform or app can lead to higher abandonment — especially if the checkout page feels disconnected from the brand. On mobile, even a short delay or a generic-looking payment page can trigger doubts about security and legitimacy.
And that’s not all: Links that expire too quickly can frustrate customers. Conversely, links that never expire pose security and fraud risks. Finally, if a checkout fails to offer preferred payment methods (Google Pay and Apple Pay, Visa and Mastercard, plus local alternative country-specific options), there’s a high risk of cart abandonment.
To overcome these potential pitfalls, merchants should ensure:
- Visual design and messaging match their social presence or brand.
- Clear trust marks are added, such as Visa and Mastercard logos.
- Secure payment indicators are visible, such as PCI DSS compliance (Payment Card Industry Data Security Standard).
- Checkouts are mobile-optimised and load quickly.
- Checkout pages use SSL and the HTTPS padlock symbol, along with card security protocols like 3d Secure.
- Payment links have reasonable expiry times and clarity when they are no longer valid.
If implemented correctly, payment links could potentially help drive the adoption of social ecommerce while ensuring it feels secure, seamless and trusted.
What Platforms and Regulators Must Do
While businesses and payment providers can lay much of the groundwork, the social platforms themselves need to double down on fraud detection, identifying fake product listings, misleading ads and impersonator accounts before they reach users. Just as importantly, merchant verification must be accompanied by visible dispute outcomes and ratings, helping buyers make informed decisions.
Regulators, meanwhile, need to implement baseline standards so that consumers clearly understand when they’re purchasing from a third-party merchant versus the platform itself. In addition, compliance frameworks must evolve with the global nature of social ecommerce — especially when both transactions and fraud disputes cross borders, currencies and legal jurisdictions.
Ultimately, we must accept that social ecommerce is not just a passing trend — it’s a fundamental shift in how people discover and buy online. However, while consumer appetite is growing, trust remains the missing ingredient.
For businesses investing in social ecommerce: take action today. This may be the future of ecommerce — but only if we provide trustworthy and secure shopping experiences.
Mark Andreev is the COO of payment provider Exactly.com and a fintech leader with over 20 years of experience. A pioneer in launching card payments in Europe, he now leads Exactly.com’s strategy to help ecommerce businesses scale across the UK and EU — without scaling costs. He champions a new fintech standard by combining smart payment technology with real human support, focusing on micro and SME merchants with ongoing assistance that extends beyond the integration stage. Previously, as CEO of Decta, he oversaw the company’s expansion across Europe and the UK and strengthened its payment infrastructure.
