The news: Brand behavior on social media directly correlates with purchase decisions.

• The majority (86%) of consumers in the US and UK are more likely to buy from a brand that’s responsive on social media, per Emplifi’s Peak Season 2026 report. That’s up from 58% in 2025.
• Over half (57%) have used a brand’s social media account for customer service, and 62% have made a purchase directly inside a social media app.
• 60% of consumers contact brands via direct messaging (DMs), 38% through comments, and 31% by mentions.

What it means: Social media is a dominant destination for customers to browse, buy, and get support. With back-to-school shopping already here and the holiday season around the corner, seamless commerce experiences and responsive engagement are essential for driving revenues and building brand loyalty.

Although some brands may think of social as a marketing function that only operates during campaign hours, consumers are looking for the same level of responsiveness on Instagram or TikTok that they’d get through live chat. This could require closer coordination between marketing, ecommerce, and customer service teams or unified platforms that manage all three.

As social platforms add more shopping features, there’s a competitive advantage in moving past basic storefronts on social media and into offering frictionless customer service experiences. Brands that can respond quickly to product questions, resolve order issues, engage in comments, and connect discovery with checkout will turn social engagement into conversions.

Recommendations for brands: Social media has evolved past a marketing platform and into a revenue channel.

• Invest in social care teams and equip social marketing managers with customer service tools and product resources.
• For those using AI to streamline audience outreach on social, ensure that models are well trained on accurate product information and inventory availability to avoid confusing shoppers with misinformation.

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