Social commerce is thriving; therefore, it becomes essential to recognize different types of social commerce shopper. In this study, we assume that social networking sites such as Facebook contain differently behaving consumer segments. Based on the assumption that the majority of social commerce shoppers are young adults, we are interested in identifying unobservable shopper segments that the young group may contain. A conceptual model has been tested that incorporates the psychological factor (trust), the unified theory of acceptance and the use of technology (UTAUT2), and behavioral aspects using mixture modeling techniques to reveal the unobservable consumer segments who have searched for clothing items through Facebook when shopping (n = 309). Three segments were found: social patrons (n = 219), wary explorers (n = 72), and sporadic explorers (n = 18). The study is a rare attempt to specifically categorize social commerce shopper segments by using mixture modeling techniques. The study offers further research avenues. Copyright © 2016 John Wiley & Sons, Ltd.