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Social Commerce: Why every second person abandons their fashion purchase!
A recent study shows that 49% of consumers in Germany use social media to purchase fashion. Reasons such as a lack of product information and data protection concerns, as well as recommendations for optimizing social commerce, are examined.
Social Commerce: Why every second person abandons their fashion purchase!
A current study by Simon-Kucher shows that the potential of social commerce in the fashion sector still remains untapped. According to the survey conducted in March 2025 in collaboration with Appinio, around 49% of people who are inspired to buy fashion and sports items on social media abandon the purchase. This insight highlights the challenges that retailers must overcome in the digital sales landscape.
When it comes to reasons for abandoned purchases, deficiencies in product information are the top priority: 35% of those surveyed miss specific details about the items. Data protection concerns are expressed by 31%, while 15% are dissatisfied with the lack of direct purchase functionality. These factors clearly show that a stronger focus on customer needs is necessary.
Popular platforms and purchasing behavior
The most popular social media channels for fashion shopping show a clear picture: Instagram leads with 54%, followed by TikTok with 51% and YouTube with 36%. Pinterest is at 27%. In addition, the study reveals that 25% of respondents make spontaneous purchases of fashion items via social media and 20% stated that they use this type of shopping more frequently.
A quarter of consumers also try out new brands and styles via social media. This makes it clear that social media plays an important role in the purchasing process, but there is still a lot of potential for optimization. The necessary measures for improvement include expanding product information, enabling direct purchases and building trust between consumers and brands.
The influence of dark social
In the discussion about social commerce, the phenomenon of dark social is increasingly coming into focus. Loud E-Commerce Institute 60% of online shoppers share product information via private messages and group chats. This form of communication is becoming increasingly popular as many consumers want to reduce their engagement on traditional social media.
Additionally, 71% of respondents show concerns about social media companies tracking their purchases, indicating a growing demand for privacy. The study also reveals that 70% of participants trust reviews from non-influencers more than influencer reviews. This could be another factor for abandoned purchases in social commerce.
Trust as key
Consumers' willingness to increase their spending through social media continues, with 41% of respondents planning to spend more money on products they discover through these platforms. Still, trust appears to be a crucial element of the buying process. 64% of respondents say user reviews are important when purchasing new products. Additionally, 55% trust review websites, while 51% consider recommendations from friends and family crucial.
These results show that brands and retailers need to focus on trust and empathy in their marketing strategies, especially in the dark social space where private content is shared via messaging apps or direct URLs. The challenge will be to recognize these connections and incorporate them into future strategies.