"65% of TikTok Purchases Are Unplanned," Dr. Nadia Morozova on the Psychology Behind Social Commerce

This year, Dr. Nadia Morozova returned to Rakuten Dealmaker with fresh insights into the psychology behind modern shopping. 

Following her standout keynote last year and two TEDx Talks since, she caught up with us to discuss the nuances between planned, unplanned, and impulse purchases – and how brands and publishers can actively influence each. 

From TikTok’s surprising role in luxury spending to real-time AI-driven basket analysis, Morozova shares practical examples and research-backed strategies that help decode today’s consumer behaviour. 

Whether you’re a marketer, retailer, or creator, this conversation offers a compelling look at what really drives people to click “buy.”

You can read a transcript of our conversation or watch the interview below. Note: the transcript has been edited for readability.

Sol Wilkinson: Hey, we're here at Rakuten Dealmaker. I'm with Dr. Nadia Morozova. How are you, Nadia?

Nadia Morozova: I'm doing great. Very excited to be back.

SW: Last year, you gave the keynote session.

NM: Yes. It was about the future of commerce. I shared key highlights from my PhD research, how social media platforms are leveraging it, and encouraged brands to strengthen their positioning and revenue from unplanned and impulse purchases.