The Age of Social Commerce

Social media isn’t just for scrolling anymore. In 2026, people shop, connect, and make buying decision all inside one platform.

According to Salesforce, TikTok’s social commerce sales grew 34.4% this year, reaching $53.1 billion. By 2026, the total value of global social commerce sales is expected to hit $2.9 trillion.

This massive growth says one thing loud and clear: The way people shop is changing fast.

The Rise of Affiliator Marketing

Alongside the boom of social commerce comes the rise of affiliators, everyday users who share what they love. People are no longer waiting for big KOLs or macro influencers to tell them what to buy. Instead, they trust reguler user, those who try, fail, learn, and share their honest experiences online. Affiliators feel relatable to audiences, and their curiosity keeps people watching and buying.

How This Shift Changes Content

The way people use social media is changing fast, and it’s reshaping how content works, too. Here are the key 2026 social media trends that brands and creators should keep an eye on.

In 2026, people connect through curiosity, not expertise. That means content that feels spontaneous often outperforms content that’s overly produced. A quick video of someone cleaning their kitchen, fixing a gadget, or trying a quirky new item can suddenly go viral, and sell out a product overnight. What used to be “just content” has become a new kind of commerce.

Source: TikTok @Devaaa

As affiliators gain trust, the focus shifts from brand voices to human ones. In 2026, people buy from people. Small creators who speak honestly and share their authentic experiences often outperform highly polished campaigns from big brands. 

You can really see this in live content. People join because they’re curious. The most interesting live creators just explore, try things out, and have fun in the moment, and that’s what keeps people watching, chatting, and sometimes even buying, simply because they feel like it.

Source:

• TikTok @betadine_indonesia
• TikTok @mafiadaging
• TikTok @noticer_if (original live from @tarosnack.id)
• TikTok @amhyeeina (original live from @pg.indonesia)
   

But a Quiet Counter-Trend Is Rising

When everything turns into content and every moment can be monetized, people start craving moments that can’t.

More users are spending time offline or moving into smaller, quieter online spaces, like close friends lists, long podcasts, and slow newsletters. They’re not quitting social media, but being more intentional about it.

For brands, this creates a new challenge: How do you stay part of the conversation without overwhelming your audience?

Audiences are curious. Brands should be too..

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