Social Commerce: Reshaping E-Commerce and Influence on Consumer Behaviour

Social media’s explosive growth has drastically changed how customers engage with brands and make decisions about what to buy. Social commerce, which integrates social networking features with online shopping functionalities, has emerged as a powerful driver of consumer behaviour. By enabling social interaction, information sharing, and peer influence within the purchasing environment, social commerce alters traditional consumer decision-making processes. This paper examines the rise of social commerce and how it is impacting and reshaping the e-commerce and have influence on consumer behaviour by synthesizing existing literature and theoretical perspectives. Key factors such as, trust, social support, reviews, recommendations, and impulsive buying behaviour, influencer marketing are analyzed to understand their impact on consumer buying behaviour. The study provides insights for practitioners and researchers who seek to understand and use social commerce in the digital marketplace.