Check out our FREE Resources page – Download complimentary business frameworks, PowerPoint templates, whitepapers, and more.







Flevy Management Insights Q&A
How will the evolution of social commerce platforms shape the future of the customer decision journey in online shopping?


This article provides a detailed response to: How will the evolution of social commerce platforms shape the future of the customer decision journey in online shopping? For a comprehensive understanding of Customer Decision Journey, we also include relevant case studies for further reading and links to Customer Decision Journey best practice resources.

TLDR The evolution of social commerce platforms is redefining the customer decision journey in online shopping by integrating e-commerce with social experiences, enhancing discovery, consideration, purchase, and post-purchase engagement, thereby requiring organizations to adapt their Strategic Planning and Digital Strategy for improved customer satisfaction and loyalty.

Reading time: 4 minutes


The evolution of social commerce platforms is significantly reshaping the future of the customer decision journey in online shopping. As these platforms integrate more deeply with e-commerce capabilities, they are transforming how consumers discover, evaluate, and purchase products. This shift is not merely about the transactional aspect of buying and selling but about the entire experience that leads up to and follows the purchase.

Impact on Discovery and Awareness

The first stage of the customer decision journey, discovery, is profoundly influenced by social commerce. Platforms like Instagram and Pinterest have become vital for product discovery, leveraging sophisticated algorithms to present highly personalized content to users. According to a report by Accenture, social commerce is expected to grow to $1.2 trillion by 2025, with the Gen Z and Millennial populations being the biggest drivers. This growth is indicative of a larger trend where consumers are increasingly relying on social networks to find inspiration and new products. The visual nature of these platforms, combined with user-generated content and influencer partnerships, creates an authentic and engaging way for organizations to increase brand visibility and awareness among potential customers.

Moreover, social media platforms are constantly evolving their features to facilitate discovery. For instance, Instagram's "Shop" tab and Pinterest's "Product Pins" are designed to seamlessly connect users with brands, making it easier for them to explore products they're interested in. This integration of shopping features within social networks reduces friction in the discovery phase, enabling a smoother transition from interest to consideration.

For organizations, this means that Strategic Planning around social media presence and content creation is more crucial than ever. Engaging with potential customers through these platforms can significantly enhance brand recall and facilitate a smoother customer journey from awareness to consideration.

Learn more about Strategic Planning Customer Decision Journey Customer Journey

Are you familiar with Flevy? We are you shortcut to immediate value.
Flevy provides business best practices—the same as those produced by top-tier consulting firms and used by Fortune 100 companies. Our best practice business frameworks, financial models, and templates are of the same caliber as those produced by top-tier management consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture. Most were developed by seasoned executives and consultants with 20+ years of experience.

Trusted by over 10,000+ Client Organizations
Since 2012, we have provided best practices to over 10,000 businesses and organizations of all sizes, from startups and small businesses to the Fortune 100, in over 130 countries.
AT&T GE Cisco Intel IBM Coke Dell Toyota HP Nike Samsung Microsoft Astrazeneca JP Morgan KPMG Walgreens Walmart 3M Kaiser Oracle SAP Google E&Y Volvo Bosch Merck Fedex Shell Amgen Eli Lilly Roche AIG Abbott Amazon PwC T-Mobile Broadcom Bayer Pearson Titleist ConEd Pfizer NTT Data Schwab

Influencing Consideration and Evaluation

As consumers move from discovery to consideration and evaluation, social commerce platforms offer unique tools that influence their decision-making process. User reviews, ratings, and comments on social media can significantly impact a consumer's perception of a product. According to a survey by PwC, 45% of global consumers say reading reviews, comments, and feedback influences their shopping behavior. This peer influence, combined with real-time interaction with brands through comments or direct messages, provides a level of engagement and personalization that traditional e-commerce platforms struggle to match.

Furthermore, the integration of augmented reality (AR) features on platforms like Snapchat and Instagram allows consumers to virtually try on products, from makeup to furniture, enhancing the evaluation process. This not only increases consumer confidence in their purchase decision but also reduces the likelihood of returns, a significant cost for online retailers.

Organizations must recognize the power of social proof and the value of interactive features in influencing consumer behavior. By actively managing their social media presence and incorporating these features into their digital strategy, organizations can effectively guide potential customers through the consideration and evaluation stages of their decision journey.

Learn more about Consumer Behavior Augmented Reality

Facilitating Purchase and Post-Purchase Engagement

The final stages of the customer decision journey, purchase, and post-purchase engagement, are also being transformed by social commerce. The ability to purchase directly within social media platforms without needing to visit an external site offers unparalleled convenience for consumers. This seamless integration of commerce into the social experience not only simplifies the buying process but also encourages impulse purchases, increasing sales opportunities for organizations.

After the purchase, social platforms offer unique opportunities for organizations to continue engaging with their customers. Features such as order tracking updates, customer service inquiries via direct messages, and the ability to share purchases with one's social network enhance the post-purchase experience. This ongoing engagement helps build customer loyalty and can drive repeat purchases.

Organizations that leverage these capabilities effectively can create a more cohesive and engaging customer journey. By integrating social commerce into their overall e-commerce strategy, they can enhance customer satisfaction, foster loyalty, and ultimately drive growth. The key is to view social commerce not as a separate channel but as an integral part of the customer decision journey, requiring a coordinated approach across all touchpoints.

In conclusion, the evolution of social commerce platforms is not just changing the landscape of online shopping; it's redefining the entire customer decision journey. Organizations that adapt to these changes and strategically leverage social commerce will be well-positioned to meet the evolving expectations of their customers, providing a seamless, engaging, and personalized shopping experience from discovery to post-purchase.

Learn more about Customer Service Customer Loyalty Customer Satisfaction

Best Practices in Customer Decision Journey

Here are best practices relevant to Customer Decision Journey from the Flevy Marketplace. View all our Customer Decision Journey materials here.

Did you know?
The average daily rate of a McKinsey consultant is $6,625 (not including expenses). The average price of a Flevy document is $65.

Explore all of our best practices in: Customer Decision Journey

Customer Decision Journey Case Studies

For a practical understanding of Customer Decision Journey, take a look at these case studies.

Improved Customer Journey Strategy for a Global Telecommunications Firm

Scenario: A global telecommunications firm is facing challenges with its customer journey process, witnessing increasing customer churn rate and dwindling customer loyalty levels.

Read Full Case Study

Digital Transformation Initiative: Customer Journey Mapping for a Global Retailer

Scenario: A large international retail firm is struggling with increasing customer attrition rates and plummeting customer satisfaction scores.

Read Full Case Study

Customer Journey Refinement for Construction Materials Distributor

Scenario: The organization in question operates within the construction materials distribution space, facing a challenge in optimizing its Customer Journey to better serve its contractors and retail partners.

Read Full Case Study

Customer Journey Mapping for Cosmetics Brand in Competitive Market

Scenario: The organization in focus is a mid-sized cosmetics brand that operates in a highly competitive sector.

Read Full Case Study

Enhancing Consumer Decision Journey for Global Retail Company

Scenario: An international retail organization is grappling with navigating the current complexities of the Consumer Decision Journey (CDJ).

Read Full Case Study

Retail Customer Experience Transformation for Luxury Fashion

Scenario: The organization in question operates within the luxury fashion retail sector and is grappling with the challenge of redefining its Customer Decision Journey to align with the rapidly evolving digital landscape.

Read Full Case Study

Explore all Flevy Management Case Studies

Related Questions

Here are our additional questions you may be interested in.

How is the rise of AI and machine learning transforming the personalization aspect of the customer journey?
The rise of AI and ML is revolutionizing personalization in the customer journey by enabling dynamic, predictive, and engaging experiences through data analytics, predictive analytics, and real-time personalization, significantly enhancing customer satisfaction, loyalty, and business growth. [Read full explanation]
What role does customer feedback play in refining the customer journey, and how can it be effectively integrated?
Customer feedback is crucial for refining the customer journey, enhancing Customer Satisfaction, Loyalty, and ROI through data-driven decisions, cross-functional collaboration, and continuous improvement. [Read full explanation]
How does Customer Journey Mapping integrate with agile methodologies in product and service development?
Integrating Customer Journey Mapping (CJM) with Agile methodologies enhances product and service development through a dynamic, customer-centric approach, prioritizing features based on customer experience and encouraging continuous feedback, leading to improved customer satisfaction and operational performance. [Read full explanation]
What role does employee training play in optimizing the customer decision journey, and how can businesses implement effective training programs?
Employee training is crucial for optimizing the customer decision journey, enhancing customer satisfaction and loyalty through skills development and strategic training programs aligned with company objectives. [Read full explanation]
In what ways can the alignment of internal teams around the customer journey enhance overall business performance?
Aligning internal teams around the Customer Journey enhances Business Performance by improving Customer Satisfaction, driving Operational Efficiency, fostering Innovation, and boosting Revenue Growth and Market Position. [Read full explanation]
How can companies leverage AI and machine learning more effectively to predict changes in consumer behavior during the Consumer Decision Journey?
Companies can gain Competitive Advantage by leveraging AI and machine learning to analyze data across the Consumer Decision Journey, enabling personalized marketing strategies and improved customer satisfaction. [Read full explanation]

Source: Executive Q&A: Customer Decision Journey Questions, Flevy Management Insights, 2024


Flevy is the world's largest knowledge base of best practices.


Leverage the Experience of Experts.

Find documents of the same caliber as those used by top-tier consulting firms, like McKinsey, BCG, Bain, Deloitte, Accenture.

Download Immediately and Use.

Our PowerPoint presentations, Excel workbooks, and Word documents are completely customizable, including rebrandable.

Save Time, Effort, and Money.

Save yourself and your employees countless hours. Use that time to work on more value-added and fulfilling activities.




Read Customer Testimonials



Download our FREE Strategy & Transformation Framework Templates

Download our free compilation of 50+ Strategy & Transformation slides and templates. Frameworks include McKinsey 7-S Strategy Model, Balanced Scorecard, Disruptive Innovation, BCG Experience Curve, and many more.