More than 30% of consumers are increasingly driven by social media trends: report

Singapore consumers say social media trends influence their buying decisions.

Nearly one in three Singapore consumers is more likely to purchase a product if it is trending on social media, according to the latest Adyen Retail Report 2025.

The report revealed that 32% of Singapore consumers say social media trends influence their buying decisions.

The impact is most pronounced amongst younger consumers. According to Adyen, 48% of Gen Z and 47% of Millennials in Singapore are swayed by products that are trending online. In comparison, just 23% of Gen X and 19% of Baby Boomers report the same behaviour.

Influencer endorsements and peer recommendations further amplify this effect. The report found that 43% of Singapore consumers are more likely to buy products recommended by friends or influencers, with Gen Z (57%) and Millennials (54%) leading the way.

Additionally, 32% of Singaporeans trust influencer recommendations more than traditional advertisements, a sentiment shared by half of Millennials (50%).

Social media is now a major shopping channel for Singapore consumers. In 2025, 39% of Singaporeans are expected to make purchases directly on social media platforms, slightly above the APAC average of 36%. Millennials (52%) and Gen Z (47%) are again the most active shoppers on these platforms.

As social commerce becomes mainstream, businesses are responding accordingly. Adyen reported that 26% of Singapore businesses are increasing their investments in social commerce to engage consumers where they spend much of their time.

Spending patterns also reflect the growing comfort with social media purchases. Most Gen Z shoppers in Singapore spend up to $84 per transaction, whilst Millennials are more likely to spend between $84 and $168.

Shopping frequency on social media averages six times per month for both Gen Z and Millennials.