---
source_url: "https://www.globalamz.com/en/social-commerce-in-2026-and-beyond-when-the-feed-replaces-the-online-store/"
title: "Social commerce in 2026 and beyond: When the feed replaces the online store – globalamz.com"
mirrored_at: 2026-08-04T03:02:46.498Z
host: www.globalamz.com
cited_in_42a: true
mirror_canonical: "https://index.42a.ai/www.globalamz.com/en/social-commerce-in-2026-and-beyond-when-the-feed-replaces-the-online-store/index"
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> **Original source:** https://www.globalamz.com/en/social-commerce-in-2026-and-beyond-when-the-feed-replaces-the-online-store/

The year 2025 has clearly shown that social commerce is not a passing hype. It is the new reality in digital commerce. The days of talking about “trends” are over. We are now in a phase of consolidation and scaling. Data from Bitkom and DHL paint a clear picture. Almost one in three internet users in Germany already shops directly via social networks. Among Generation Z, this figure is even closer to 50 percent. For brands and Amazon sellers, this means a fundamental change. Sales no longer start in the shopping cart or on the product page. They start in the feed, controlled by algorithms and AI. We look at what this means for your strategy in 2026 and with a view to 2030.  

## From search to AI exploration

Consumer behavior has changed radically. Traditional keyword searches are losing their dominance. Instead, we are moving into an era of “discovery.” This means that products find customers, not the other way around. Forecasts from Google and Meta confirm that discovery, validation, and purchase are merging into a single moment. AI agents and algorithms curate this process. They present products based on behavior and preferences, often before the user actively searches for them. For Amazon merchants, this means that visibility is no longer achieved solely through SEO on the marketplace. They need to be present where discovery takes place. Those who do not appear in the feed simply do not exist for a growing group of buyers.

## The platform hierarchy in Germany

While TikTok often dominates headlines globally, the reality in Germany is more nuanced. Instagram maintains its position as the leading platform for social commerce. Fifteen percent of all German consumers shop directly on Instagram. Among the young target group of 16- to 29-year-olds, it is even one in three. However, TikTok is catching up rapidly and establishing itself as a strong second among the younger generation. Facebook still plays a role, but is losing ground among affluent, trend-oriented target groups. The dynamics of “discovery e-commerce” are interesting here. Platforms such as TikTok no longer function solely as entertainment channels. They have become search engines for products. Brands that do not have a presence here with video content are leaving the field to their competitors.

## Creators as a new force in distribution

A key aspect for 2026 is the evolution of creators. They are much more than the classic influencers of the past. Meta aptly describes them as infrastructure and sales drivers. By using AI, creators can scale and professionalize their content. They become an extension of your sales team. Trust is the most important currency here. In a world full of AI-generated content, people are looking for authentic recommendations from real people. Studies show that users often trust influencers more than traditional advertising. However, transparency is a prerequisite. Clearly labeling advertising is not a disruptive factor, especially for Gen Z, but rather a sign of quality. For brands, this means investing in long-term partnerships with creators who can credibly tell your brand story.

## Logistics as an underestimated success factor

Even the best social content won’t lead to success if the follow-up process fails. The DHL E-Commerce Trends Report provides some key figures on this topic. Over 80 percent of customers abandon a purchase if their preferred delivery option is not available. The abandonment rate is similarly high when return options are missing or complicated. Social commerce does not end with the click on “Buy.” It requires excellent logistics in the background. Customers expect purchases made via social media to be just as smooth and fast as orders placed directly on Amazon. Sustainability is playing an increasingly important role in this regard. Younger buyers in particular often base their decisions on environmentally friendly shipping options.

## Conclusion and outlook until 2030

We are only at the beginning of this development. Experts expect that by 2030, 70 percent of global consumers will use social media as their primary shopping channel. The separation between social media and e-commerce will completely disappear. For Amazon brands, the direction is clear. It is no longer enough to rely solely on the marketplace. A successful strategy for 2026 integrates social commerce as an integral part. Use video as your primary means of communication. Build trusting relationships with creators. Ensure that your logistics leave nothing to be desired. The feed is the new shopping street. Make sure your shop window shines there.

## Want to get your e-commerce business ready for the world of social commerce?

#### Sources