Social Commerce Surges: One-Third of Western Buyers Discover Products via Platforms — NIQ Global Intelligence plc

Event summary

One in three Western consumers now buy products discovered on social platforms, per NIQ analysis.
Live, social, and quick commerce models—previously dominant in Asia—are rapidly expanding into Western markets.
Retail media has grown into a $184 billion global market, becoming one of the fastest-scaling advertising channels.
AI is reshaping product discovery by automating and personalizing consumer purchasing decisions.

The big picture

NIQ’s findings highlight a fundamental shift in consumer behavior, driven by AI and social platforms. The convergence of Eastern and Western commerce models is reshaping how brands engage with consumers, with retail media emerging as a critical growth driver. This transformation underscores the need for companies to adapt quickly or risk falling behind in an increasingly integrated global market.

What we're watching

Adoption Gap: Whether Western markets can close the adoption gap as two-thirds of European consumers remain untapped by quick or social commerce.
AI Integration: How AI will further automate and personalize product discovery, blurring traditional commerce boundaries.
Global Convergence: The pace at which Eastern and Western commerce models merge into a unified global system.