Consumer Approaches Toward Social Commerce

(Some) Younger Consumers Embrace a New Way of Shopping

As more consumers shop online and spend significant amounts of time with social media, social commerce is becoming an increasingly vital channel for marketers and advertisers. Our survey of social network shoppers unearthed key insights into how they approach ecommerce differently on each platform.

Key Question: Which social platforms are shoppers making purchases on?

Key Stat: Four different platforms were used to make a purchase by at least one-quarter of our survey respondents in the preceding 12 months.

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Table of Contents

  1. Executive Summary
  2. Why social commerce matters more than ever
  3. Shopping content has become ubiquitous on social networks
  4. Short-form shopping video is ubiquitous because it’s effective, and effective because it’s ubiquitous
  1. Social media is compressing the funnel, but not completely collapsing it
  2. The influx of shopping content hasn’t put users off
  3. More social shoppers have purchased something because of Facebook than any other platform
  4. The most enthusiastic buyers are on smaller platforms
  1. Most social commerce purchases are inexpensive
  2. What it means for brands
  3. What it means for agencies
  4. Media Gallery

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First Published on Aug 23, 2024

authors

Max Willens

Contributors

Rahul Chadha
Jasmine Enberg
Vice President and Principal Analyst
Na Li
Director, Primary Research
Jennifer Pearson
VP, Research
Naomi Rebuelta
Copy Editor
Tracy Tang
Senior Researcher
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst

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