One-Third of Western Consumers Buy Products Discovered on Social Networks

Nearly one in three consumers in Western markets now purchase products they first discover on social platforms, according to NIQ. The study shows that AI and emerging commerce models accelerate a shift toward discovery-led commerce.

The findings highlight a fundamental shift in how consumers discover, evaluate, and purchase products, blurring traditional geographic, channel, and operational boundaries. Live, social, and quick commerce models, long scaled across Asia, are now a significant driver of incremental digital growth globally, as these formats expand rapidly into Western markets. At the same time, AI is no longer just influencing commerce: it is beginning to shape and increasingly determine what consumers buy, transforming product discovery into a more automated, data-driven process.

Despite this acceleration, the adoption of emerging commerce models in Western markets remains uneven. Around two-thirds of European consumers have yet to engage with quick or social commerce, underscoring the significant growth opportunity ahead. However, momentum is building rapidly as discovery-led commerce gains traction, with consumer behavior shifting toward more seamless, content-driven shopping experiences. As Eastern innovation reshapes consumer expectations, Western markets are leading in retail media, data ecosystems, and measurement. Retail media has grown into a $184 billion global market, underlining its role as one of the fastest-scaling advertising channels worldwide.

While both regions are rapidly converging, their starting points remain distinct. In the East, commerce is built on integrated ecosystems—combining content, creators, retail media, payment, fulfillment, and AI-driven personalization within a single platform—optimized for speed and seamless consumer experiences. In contrast, the West has focused on retail media monetization, first-party data, measurement infrastructure, and attribution systems, operating across a more fragmented set of channels. As AI converges, the opportunity lies in bringing these strengths together into a connected global commerce system.

“Commerce no longer has an East or West—only a connected global model moving at the speed of AI,” says Emilie Darolles, President, West Europe, NIQ. “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.”

The convergence of commerce models is already reshaping the competitive landscape in Europe. NIQ analysis shows that brands adopting these integrated approaches are better positioned to capture emerging growth opportunities, while those slower to adapt risk falling behind. This shift is moving the industry from fragmented channel strategies to connected, consumer-centric systems, where discovery, media, fulfilment, and measurement are increasingly integrated into a single experience.