Social Commerce in the Age of COVID-19 Recovery: A Systematic Review of Platforms, User Behavior, and Conversion Strategies

Abstract

This article examines the role of social commerce in the age of COVID-19 recovery, addressing the central question of how platforms, user behavior, and conversion strategies have evolved during and after the pandemic. Using a systematic literature review of peer-reviewed studies published between 2015 and 2021, the study consolidates fragmented evidence to clarify how digital platforms have transformed shopping experiences, how consumer trust and authenticity shape engagement, and which strategies most effectively drive conversions. The analysis reveals that platform affordances such as live streaming, embedded payments, and interactive reviews enhance trust and reduce uncertainty, while user reliance on social validation and influencer credibility has grown significantly. The discussion synthesizes insights across regions and highlights cultural differences in adoption, while emphasizing trust as a recurring determinant of purchase intention. Overall, the findings position social commerce as a socio-technical ecosystem that will continue to shape digital consumption in post-pandemic markets.