Trend Discovery migrates to social feeds where recommendation reads as peer speech

Summary

Capgemini describes product discovery shifting toward social media, where influencers, peers, and user-generated posts introduce people to goods. Recommendations in these spaces feel more genuine and believable than conventional advertising. Platforms have built shopping directly into the feed, with one-click purchasing and payment tools that remove friction. Social commerce also taps emotions such as belonging, aspiration, and self-expression, and uses comments, messages, and live sessions to build trust. As a result, these channels stay popular even though they rank low on price trust.