The continuing evolution of social commerce opens new opportunities for enterprises, it can create a culture of engagement and interactive platform by utilizing social networks technologies. This study aims to investigate the factors that affect consumers’ purchase tendency on the social commerce (SC) among Omani and Turkish social media users. The study uses a quantitative technique to gather research data via paper- and web-based questionnaires. The study sample consist of Omani and Turkish social commerce users. In total of 547 respondents were collected from both countries for this study to investigate factors that might contribute to customers’ purchasing tendency in social commerce. The statistical software tool IBM SPSS is used to analyze the data acquired to answer research questions and evaluate research hypotheses. The results have supported the model that was proposed and the factor influencing consumer purchase tendency in social commerce has a significant effect on it. The study revealed a positive relationship between word of mouth (WOM) and social influence in Türkiye, however the results in Oman showed that social influence impacts customer trust in purchase tendency. These findings are consistent with the existing literature. Also, it provides us with a better understanding of the factors that influence our purchasing decisions in the context of Oman and Türkiye. Furthermore, this study is likely to serve as a reference for social commerce businesses to help them better known consumer needs, which could lead to a generate more sales revenue to the business. Finally, the study suggests that online businesses consider these aspects to increase consumers' purchase tendency.