Sunil Kumar, Mustfa Hussain, Aman Verma2026-02-172025978-93-6884-566-9http://136.232.12.194:4000/handle/123456789/1685Book Title: Global shifts: commerce and economics in the age of technology and sustainability Book Author(s)/Editor(s): Dr. Divya R. PanjwaniSocial media has transformed shopping behaviour by reshaping how consumers discover, evaluate, and purchase products. e-platforms such as Facebook, Instagram, TikTok, and Pinterest enable brands to present products directly to users through targeted advertisements, influencer promotions, and organic content. Visualcentric features, shoppable content, and integrated social commerce tools have streamlined the consumer journey, making it easier to transition from discovery to purchase within the same platform. Social proof, including user-generated content and influencer endorsements, plays a significant role in building trust and driving purchasing decisions.en-USsocial mediabehaviourbusinessshoppingand consumersBook chapter