Social Commerce: A Growing Phenomenon - Colissimo Reveals the Latest Figures in France

Colissimo publishes the second edition of its Social Commerce Barometer, conducted in partnership with Ifop. The latest findings reveal that social commerce is gaining traction among French consumers: social media platforms are no longer just places to seek inspiration and discover products; they are now fully integrated into the purchasing journey, right through to the transaction itself.

“Social commerce marks a new stage in the evolution of e-commerce. While driven in particular by younger generations, it is also part of a broader, long-term trend. For e-commerce businesses of all sizes, the challenge is to seize this opportunity and master its codes. It is also a tremendous opportunity for innovative emerging brands to build direct relationships with their communities. When inspiration, discovery and purchasing take place in a seamless, instant environment, that promise must extend all the way to the product’s delivery. Trust is therefore more important than ever at the heart of the customer experience. It depends on secure transactions and reliable sellers, but also on the quality of logistics execution: reliable delivery, clear tracking and straightforward returns are essential to sustainably support these new consumer habits,” says Jean-Yves Gras, Chief Executive Officer of Colissimo.

In just six months, the proportion of French people who say they have already purchased a product and paid for it directly on a social media platform has risen from 9% to 15%, an increase of 6 percentage points. The trend is particularly pronounced among under-25s: 39% say they have already made a purchase by paying directly on a social media platform.
This growth reflects a broader shift in consumer behaviour. Social media platforms now bring together several stages of the purchasing journey: product discovery, information gathering, reading reviews and, increasingly, making a purchase. The challenge is therefore no longer simply to be visible on social media, but to provide a consistent and reassuring experience all the way through to delivery.

Social Media Is Becoming Central to the Purchasing Journey

The Barometer first highlights the widespread use of social media in France: 91% of French people use at least one social media platform, rising to 100% among under-25s. Among this younger group, TikTok is the second most frequently mentioned social media platform and ranks first among 15–17-year-olds.

Beyond entertainment, the study reveals that these platforms are playing an increasingly important role in purchase preparation. Among French social media users, 52% say they use these platforms to see products being used in real-life situations, while 52% use them to find out more about products or brands they already know. Almost one in two also use social media to discover new products or brands (49%) or read user reviews (49%).

These behaviours are even more pronounced among under-25s: more than eight in ten use social media to prepare for purchases, whether to discover new products, learn about brands, see products in use or read reviews from other users.

Social Commerce Is Gaining Visibility and Adoption

The study also reveals growing awareness of social commerce. 46% of French people now know that it is possible to purchase a product and pay for it directly on a social media platform, compared with 37% at the end of 2025 - an increase of 9 percentage points in six months. This figure rises to 78% among under-25s.

Greater awareness is accompanied by increased adoption. 15% of French people say they have already purchased a product by paying directly on a social media platform, compared with 9% in the first wave of the study. Among under-25s, this proportion reaches 39%.

An Experience That Wins Over Those Who Have Tried It

The Barometer also reveals high satisfaction levels among French consumers who have already experienced social commerce. 87% of French people who have purchased through social media say they are satisfied with their purchases, compared with 82% in 2025. The proportion describing themselves as “very satisfied” has reached 36%, up from 26% in the first wave.

The study also suggests that this experience can become a lasting habit: two-thirds of social commerce buyers make at least one purchase on social media every quarter. Over the next twelve months, 61% expect to maintain or increase their purchases, including 16% who intend to increase them.

Promotions, Discovery and Instant Gratification Drive Purchases

According to the Barometer, several factors encourage consumers to make purchases through social media. The most frequently cited is a promotion or exclusive offer (35%). This is followed by discovering a product they were previously unaware of (28%) and the speed, convenience and immediacy of the purchasing process (28%). Videos or stories that make people want to try a product are also among the main purchase triggers (28%).

The study thus highlights a defining feature of social commerce: the convergence of content and transactions. A video, a recommendation or the discovery of a product can lead directly to a purchase.

Trust and Delivery: Essential to Sustaining Growth

The Barometer nevertheless shows that trust remains a key concern for consumers who do not yet purchase through social media. Among French people who do not buy through these platforms, 56% cite concerns about scams, 39% distrust sellers operating on social media, and 34% are reluctant to share their banking information.

Once a purchase has been made, the study identifies further areas of concern, particularly regarding order fulfilment. Excessively long delivery times are the most frequently reported problem among buyers (33%), followed by difficulties contacting the seller (19%), receiving poor-quality products (17%), receiving products that do not match their description (16%), not receiving products or encountering situations perceived as scams, transaction problems, and difficulties returning items (15% for each of the latter three issues).

According to the Barometer, these findings highlight the fact that the purchasing experience does not end at checkout. Delivery, order tracking, returns and interactions with sellers are all touchpoints that shape the consumer experience and influence trust. For e-commerce businesses, the study therefore underlines the importance of logistics execution in the customer experience, as purchasing journeys become increasingly integrated and instantaneous.

Artificial Intelligence Is Already Shaping the Next Stage of the Purchasing Journey

Beyond social commerce, the Barometer also highlights the emergence of new purchasing journeys incorporating artificial intelligence. 51% of online shoppers say they would be willing to use an AI tool that enables them to search for a product, compare offers and complete a purchase, including payment, directly within the tool. This proportion rises to 68% among under-25s.

As with social commerce, the study shows that adoption remains dependent on trust. Key barriers include concerns about payment security, the protection of personal data and a lack of confidence in this type of tool.

Methodology: 2026 Colissimo x Ifop Barometer

The study was conducted by Ifop on behalf of Colissimo among a sample of 2,180 French residents aged 15 and over, representative of the French population. The sample included 170 young people aged 15–17 and 295 young people aged 18–24. The online survey was conducted from 29 June to 10 July 2026, using a self-administered questionnaire. The findings are compared with those of the first wave of the Barometer, conducted in December 2025, to measure changes in social commerce usage and perceptions in France.