Many consumers are put off by social commerce, not wanting to have their social connection interrupted by product promotion. By the Numbers. For the report “Tracking the Digital Payments Takeover: Monetizing Social Media,” PYMNTS Intelligence surveyed nearly 3,000 U.S. consumers to understand the factors driving them to shop — or not to shop — on social media, among other matters.The study found that 57% of consumers did not look for or purchase goods and services on social media in the 30 days before being surveyed. Among the most common reasons they did not browse or make purchases via social media platforms is that they simply prefer not to mix social media with shopping

As contextual commerce transforms online shopping, social media platforms are seizing the opportunity to integrate purchasing into their platforms. These apps and websites, once just avenues for sharing updates and connecting with friends, have become robust eCommerce ecosystems. From Facebook and Instagram to TikTok and Pinterest, these platforms have been integrating shopping functionalities, blurring the lines between social networking and online shopping. Instagram, for instance, has been expanding its creator marketplace around the world, while Pinterest has been extending its reach into new types of shoppable content. In the fall, YouTube unveiled features that simplify the marketing and sale of products within videos meant to provide creators with additional opportunities to monetize their content