Aussies spending on big ticket items on social media

By Cec Busby March 5, 2026 8:45 am

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Forget doomscrolling and adorable pet videos, social media is increasingly where Aussies are making big spending decisions, purchasing everything from cars to holidays and even homes.

New research from Finder found one in five Australians have bought a big-ticket item through social platforms like Instagram, TikTok or Facebook Marketplace. That’s around 4.4 million people making major purchases after being influenced by social media.

It’s another sign that social platforms have shifted from simple marketing channels to sales goldmines.

Key points

One in five Aussies have bought a big-ticket item via social media
Cars are the most common major purchase influenced by social platforms
Experts warn buyers to watch out for scams and impulse spending

Big buys starting with a scroll

Finder’s survey of 1,003 Australians found cars were the most common big-ticket purchase made through social media, followed by holidays, jewellery and artwork. Perhaps most surprising: 3 per cent of respondents said they’d bought a house via social media.

Rebecca Pike, money expert at Finder, said social platforms are reshaping how people shop.

“For a growing number of Aussies, social media isn’t just entertainment – it’s influencing some of the biggest financial moves of their lives.

“Buying a car or even a home used to start with a dealership or a real estate agent. Now it often starts with a scroll.”

The algorithm made me do it

Finder says targeted ads and influencer content are speeding up purchase decisions by putting the right products in front of the right people at the right time.

“When you’re repeatedly shown a product that aligns with your aspirations, it can fast-track that purchase.

“But big purchases deserve big consideration. A 30-second video or a glowing comment section shouldn’t replace doing your own research.”

Social media has long been the gateway to impulse buys, but the findings suggest it’s shaping up to be a player in major financial decisions too.

Opportunities for small business

While social selling is booming, Finder warns that buyers need to be careful. Especially when large sums of money are involved.

“Social media can be a legitimate marketplace, but it can also be a hunting ground for scammers.

“If you’re spending thousands – or hundreds of thousands – make sure you verify the seller, check contracts carefully and avoid paying large sums without proper protections in place.”

Pike said social media influence can cut both ways financially.

“While social media can create FOMO it can also create buyers remorse so consider whether you’re being influenced in a way that helps or hinders your finances.”