Australian shoppers wary of social commerce security

SOTI says 93% of Australian consumers have concerns about shopping through social media platforms, even as social commerce usage continues to rise.

Its retail study found that 19% of Australian consumers made multiple purchases through platforms including Facebook, Instagram and TikTok over the past six months. It also found 65% believe social commerce makes it easier to discover and buy trending products.

That growth has been accompanied by persistent concerns over security, delivery and product accuracy. Data protection, security and fraud risks were cited by 72% of Australian consumers as the biggest barrier to buying through social channels.

Delivery concerns also featured strongly. SOTI found 40% of respondents were worried about orders not being delivered, while 39% were concerned about long delivery times.

Visibility after checkout is another issue. More than a third of shoppers, or 34%, said they receive insufficient updates on order status, while 53% were concerned that products may not match what was advertised online.

Fulfilment gap

The report suggests these problems extend beyond hesitation at the point of purchase. It found 83% of Australian consumers have concerns about fulfilment after completing a purchase, while 69% of social commerce users said they had experienced issues such as delayed delivery, inaccurate product descriptions or poor communication.

Those issues appear to have direct commercial effects for retailers. The findings show 43% of shoppers return items, while 55% are discouraged from making future purchases through social channels.

For retailers, the figures point to a gap between the marketing appeal of buying through social media and the practical demands of completing an order. The study argues that while convenience and promotional offers may attract shoppers, the post-purchase experience determines whether they return.

"Social commerce offers enormous potential for the retail sector, but trust is the decisive currency for sustainable success," said Shash Anand, Senior Vice President Product Strategy, SOTI.

"Consumers expect transparent processes, reliable delivery times and fully traceable order information at all times, even when shopping via social media. If these expectations are not met, retailers lose not only individual sales, but also their customers' long-term loyalty."

Operational pressure

The research presents the issue as both a customer service and operational challenge. Fulfilment failures can increase returns and support costs, while weak communication can push buyers towards rivals in a competitive online market.

SOTI says tools such as real-time inventory visibility, AI-driven logistics and stronger order tracking can improve fulfilment accuracy and transparency. It argues that retailers need tighter control over stock, delivery and customer updates to turn social media interest into repeat spending.

Michael Dyson, Vice President of Sales, APAC, SOTI, linked those expectations to broader pressures on retail operations.

"Social commerce is raising the bar for what customers expect after they click 'buy'. It's no longer enough to create demand on social platforms. Retailers also need the operational backbone to fulfil that demand quickly and transparently," said Dyson.

"That means having clear visibility of inventory, reliable last-mile delivery and consistent communication at every stage of the journey. With solutions like SOTI MobiControl XS, organisations can better manage and support their mobile workforce in real time, helping ensure orders are fulfilled accurately and customers stay informed. Those that can connect their people, systems and data will be best placed to build trust and turn social engagement into repeat purchases."

The survey covered 13,000 consumers across 11 countries, including Australia, the United Kingdom, the United States, Germany, France, Canada, Mexico, Sweden, the Netherlands, Italy and Spain.