Research has found that people do really enjoy social commerce, but why? Shopping, in the traditional sense, is a very social endeavor, and online shopping really loses that aspect. When shopping online, you can’t seek fashion advice or ask a friend if the jeans you picked out are flattering on you. However, social media makes it a little easier to create a social atmosphere. Some sites even offer a platform where people can post how they used/wore an item, what jewelry they put with the top you are thinking of buying, or if those shoes have good arch support. For example, Megan Heaton runs a blog where she posts things like how she decorated her bedroom or how she dresses on a night out in Barcelona. Link to her blog: https://megnoelheaton.com/2016/11/07/details-from-the-bedroom/
On some sites, fashion experts can curate lists of what to wear, personalized to your style choice and body type. Shoes dazzle is a good example of this: https://www.shoedazzle.com/quiz/step/1?promo=pr_boots- Blogs and sites like this restore a little bit of the social nature back into online shopping.
Besides the social aspect, people enjoy social commerce because of its’ ease and simplicity. You can purchase items without ever leaving your social media platform with just simply pressing a button or hashtagging a phrase.