Social commerce has moved from discovery to payment

Social commerce in Egypt has become part of how people buy. Visa’s Stay Secure 2026 study found that 85% of consumers in Egypt have purchased products directly through social media platforms. For merchants and brands, social platforms are now doing more than creating awareness; they are becoming part of the sales journey.

That growth changes the trust equation. When shoppers move from seeing a product to considering a purchase through social media, the buying journey can become faster and less formal than traditional ecommerce. That can strengthen convenience, but it also puts more pressure on trust.

The risk is measurable. The study found that 36% of consumers in Egypt experienced a financial scam in the past 12 months. Among those who were scammed, 46% say the incident occurred on social media, ahead of websites, online marketplaces, or shopping apps.

For brands, this changes where protection needs to show up. Social commerce is no longer only about reach, engagement, or conversion. If people are buying through social platforms, the experience also needs clearer trust cues at the point where interest becomes payment.

The takeaway for businesses is practical: Social commerce will need more than scroll-stopping content and fast conversion. It will need checkout experiences that help shoppers feel safer when they decide to pay.