A Study on Perception and Adoption of Social Commerce Platforms Among Young Consumers

Social commerce has emerged as an important trend in the digital marketplace by integrating social media platforms with online shopping activities. It enables consumers to discover, evaluate, and purchase products directly through social networking platforms. The present study focuses on analyzing the perception and adoption of social commerce platforms among young consumers. Young consumers are considered one of the most active user groups on social media and are increasingly influenced by digital content, peer reviews, influencer recommendations, and interactive features available on these platforms. The main objective of the study is to examine the level of awareness, trust, convenience, and factors influencing the adoption of social commerce among young consumers. The research is based on primary data collected through a structured questionnaire using a Likert scale. The data collected from respondents were analyzed using percentage analysis and statistical tools to understand consumer attitudes and usage patterns. The findings of the study indicate that factors such as convenience, availability of product information, customer reviews, and communication with sellers play a significant role in influencing the adoption of social commerce platforms. However, concerns related to trust, payment security, and product authenticity still influence the purchasing decisions of some consumers. The study concludes that social commerce platforms have a strong potential to shape the future of online shopping among young consumers, provided that issues related to trust and security are addressed effectively.