SOTI's 2025 annual retail report, 'The Rise of Social Commerce: Turning Tech-Driven Browsers into Influenced Buyers', reveals a significant gap between Australian consumer expectations and retail readiness in the context of social commerce.

The report's key findings indicate that 83% of consumers are concerned about entering personal details online or in-store, while 44% view social media as a quick and easy way to keep up with trends.

The surge in mobile-first and application investment is changing how consumers shop, blending personalisation to meet consumers’ evolving preferences, the report found. Nearly two thirds (63%) of Australian consumers say that phones are the most convenient way to make an online purchase. Nearly half (44%) of consumers say social media offers a quick and effortless way to keep up with trends, making social commerce an essential channel for retail growth. Personalised content and promotions keep consumers engaged and on trend.

However, 35% report delayed deliveries from social commerce purchases. In addition, 28% of consumers received little or no communication about the delivery status for their item.

The report, which surveyed 12,000 consumers aged 18 to 65 across 10 countries, aimed to highlight the challenges and opportunities for retailers in the evolving landscape. These combined findings suggest that retailers need to strike a balance between personalisation, security, and seamless mobile-first platforms to build trust and drive growth, SOTI said.

"Consumers are increasingly drawn to personalised shopping experiences, with 59% preferring retailers that can tailor their offerings both online and in-store,” explained Michael Dyson, VP of Sales & Marketing, APAC. “However, this enthusiasm for personalisation comes with a critical consideration—54% would not shop with a store if they felt AI was being used to monitor their purchases. This highlights the fine line retailers must navigate between delivering tailored experiences and respecting customer privacy."

The report also underscores the importance of data security in building consumer trust.

"Data breaches and vulnerabilities have eroded consumer trust, heightening the fears of data theft and fraud,” said Shash Anand, SVP of Product Strategy at SOTI. “As a result, 83% of consumers are hesitant to enter their personal details into online or in-store devices. Security concerns must be addressed in-store and online, with retailers needing to implement robust measures to protect consumer data in this growing wave of social commerce and instill confidence in store and online to keep their customer loyalty.”