As a result of the Covid-19 pandemic, ecommerce has seen a boom in the past two years, and, according to a recent report, social media shopping is also on the up.
This report was put together by the Influencer Marketing Factory, and it saw more than 1,000 consumers in the US surveyed regarding their opinions on social commerce. For the purpose of the survey, social commerce referred specifically to a purchase made direct from within a social media app, and not a user being directed from a social media platform to a traditional sales channel to make a purchase – nor did it refer to social selling.
The survey revealed some interesting results. In total, 82% of those who took part said they had discovered a product on social media and purchased it directly using their phone. What’s more, 57% of respondents had made a purchase during a livestreamed shopping event on social media (examples being an Instagram Live, Amazon Live and TikTok Shopping Event), with 39% strongly agreeing that they enjoy discovering new products during such livestreamed events.
Only 14% of respondents had never bought anything via a social media app and didn’t have plans to in the near future. Perhaps the most significant stat, however, is that nearly half of respondents – 42% – strongly agreed with the statement that they would rather purchase directly from a social media app than use a third-party website.
These figures clearly show a rise in social commerce, and businesses that are active on social media should take advantage of this and ensure they offer in-app shopping experiences wherever possible. In-app shopping offers multiple benefits to businesses, as it can both decrease cart abandonment rates and encourage purchases, as the buyer simply does everything within one single app, from the discovery of the product right through to the checkout process.
Having both a social media and website presence is key for businesses today, and here at Engage Web, we can help with both. Reach out to us today to learn more.