Social Commerce Won’t Scale the Way Brands Expect – Deloitte’s Dennis Ortiz Says Start With Creators

Why It Matters

Brands that realign around creators and invest in full‑funnel capabilities can capture the sizable purchase intent generated on social, while those clinging to traditional ad models risk wasted spend and missed revenue.

Key Takeaways

• 70% discover on social, only 49% purchase directly on platform
• TikTok Shop is only Western platform with end‑to‑end commerce
• Brands must treat creators as commerce partners, not ad channels
• Long‑term creator relationships boost trust; 34% consumers trust creator endorsements
• Agentic commerce via AI agents could close social purchase gap

Pulse Analysis

The hype around social commerce in the United States has long been fueled by China’s billion‑dollar live‑shopping ecosystems, leading many brands to assume platforms like Instagram and YouTube could replicate that model. Deloitte’s 2026 Digital Media Trends survey, however, paints a different picture: while roughly 70% of Gen Z and millennial shoppers encounter products on social feeds, less than half complete the transaction within the same environment. This gap highlights that social is a powerful discovery engine but still relies heavily on external retailer sites to close the sale.

A core reason for the shortfall is the structural mismatch between advertising‑centric platforms and the logistical demands of e‑commerce. Except for Amazon, U.S. ad platforms have not built the fulfillment, inventory, and returns infrastructure needed for seamless in‑app purchases. Ortiz points to TikTok Shop as a rare Western example that baked commerce capabilities from the start. He advises brands to shift focus from platform‑first tactics to creator‑first strategies, cultivating authentic, long‑term partnerships that drive trust—34% of consumers say they trust creator endorsements as much as brand messaging. Measuring these relationships remains a challenge, prompting marketers to define clear metrics before campaigns launch.

Looking ahead, the next wave may come from AI‑driven agentic commerce, where intelligent agents automate product research, personalization, and even price negotiation on behalf of shoppers. While still nascent, this technology could finally bridge the discovery‑to‑purchase divide on social channels. Simultaneously, brands must address a talent gap: many CMOs lack digital‑native experience to navigate the creator economy. By hiring teams fluent in platform dynamics and investing in creator‑centric infrastructure, companies can better capture the untapped revenue lurking in the social funnel.