US internet users—especially younger ones—have grown comfortable buying goods while using social networks. But substantial differences between what they buy—and where—are clear.
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
Executive Summary
Why social commerce matters more than ever
Shopping content has become ubiquitous on social networks
Short-form shopping video is ubiquitous because it’s effective, and effective because it’s ubiquitous
Social media is compressing the funnel, but not completely collapsing it
The influx of shopping content hasn’t put users off
More social shoppers have purchased something because of Facebook than any other platform
The most enthusiastic buyers are on smaller platforms
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Social Shoppers Buy Products Much More Often on Snapchat and Reddit Than on Instagram (% of US social shoppers* who have made a purchase on each social platform, March 2024)
Social Shoppers Buy Products Much More Often on Snapchat and Reddit Than on Instagram (% of US social shoppers* who have made a purchase on each social platform, March 2024)