One in Three Western Consumers Now Buy Products Discovered on Social Media as AI Reshapes Commerce, NIQ Reports
Video Credit: NIQ
NIQ's latest global research found that nearly one in three consumers in Western markets now purchase products they first discover on social media platforms, as artificial intelligence and emerging commerce models continue to reshape how consumers shop.
Social Media News
♾
Social Media News ♾
VIENNA, June 26, 2026 (V SOCIAL MEDIA HOLLYWOOD) — Consumer intelligence company NIQ has released new research showing that nearly one in three consumers in Western markets now purchase products they first discover on social media platforms, highlighting the growing influence of artificial intelligence and discovery-led commerce on consumer buying behavior.
Social Media Blog
♾
Social Media Blog ♾
The findings were presented by Emilie Darolles, President of West Europe at NIQ, during The Consumer Goods Forum Global Summit. According to the company, emerging commerce models—including live commerce, social commerce, and quick commerce—are expanding beyond Asia and becoming increasingly influential in Western markets.
NIQ says artificial intelligence is also playing a larger role in shaping purchasing decisions by helping consumers discover, evaluate, and select products through more automated and personalized experiences.
The company notes that while approximately two-thirds of European consumers have not yet adopted quick or social commerce, consumer behavior continues to shift toward content-driven shopping experiences, creating additional growth opportunities for brands and retailers.
NIQ also highlights continued growth in retail media, which it estimates has become a $184 billion global market. According to the company, Eastern markets have developed integrated commerce ecosystems that combine content, creators, payments, fulfillment, retail media, and AI-driven personalization, while Western markets have focused on retail media, first-party data, measurement, and attribution capabilities.
"Commerce no longer has an East or West—only a connected global model moving at the speed of AI. This is not hype—AI is fundamentally reshaping how consumers discover and choose products. The brands winning today are those that combine the strengths of both models and adapt in real time," said Emilie Darolles, President, West Europe, NIQ.
"European consumers are prioritizing reliability, speed, and convenience, but meeting those expectations requires more than simply transferring successful models from other markets. While capabilities such as advanced supply chain management, logistics infrastructure, and retail technology are transferable, success in Europe depends on adapting them to local consumer preferences and market conditions. We believe the next phase of retail innovation will be driven by combining operational expertise with strong local execution," said a Joybuy spokesperson.
"The convergence of commerce models is fundamentally changing how brands go to market. Success increasingly depends on connecting insight, activation and measurement in real time—particularly as AI reshapes how consumers discover and engage with products. For brands, this means rethinking how to create more relevant, connected consumer experiences across channels," said Paul Chapman, Global Head of CBIA at Haleon.
According to NIQ, brands that adopt more integrated commerce strategies may be better positioned to capitalize on evolving consumer behavior as commerce continues shifting toward connected digital ecosystems.
NIQ is a global consumer intelligence company that provides consumer purchasing data, retail measurement, analytics, and AI-powered insights to brands and retailers across more than 90 countries.
For more information, visit www.niq.com.
Source: NIQ
