The growth of social commerce and how social media is changing the online shopping experience

Abstract

Social commerce has grown rapidly, driven by social networks that offer interactive shopping, fostering trust and collaborative decisions. The objective is to evaluate how factors such as ease of use, interaction with brands, and the influence of reviews and influencers influence purchasing decisions in the fashion sector in Guayaquil. Mixed methods were used, combining qualitative and quantitative approaches. The results show that more than 80% of respondents increase their purchase frequency if the platforms are easy to use. A positive correlation was also found between purchase frequency and favorable perception of shopping functions on social networks. Interaction with brands and the use of recommendations significantly influence users' decisions. The findings suggest that new technologies, such as artificial intelligence, could further personalize the shopping experience and increase customer satisfaction.