Social Commerce and the Path to Purchase

Our Primary Research Shows What Makes Social Users Buy and What Holds Them Back

Report by Jasmine Enberg  | Oct 26, 2022
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Table of Contents
Executive Summary
Key Points
Social Commerce Usage Is Plateauing
A Lack of Trust Is a Top Barrier for Social Commerce
Can More Trust Lead to More Buyers?
What Motivates Social Users To Make Purchases?
What Do These Findings Mean for Brands and Retailers?
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About This Report
There’s still a large percentage of social media users who don’t buy via social. Understanding what makes current social buyers buy can help brands and platforms increase sales and potentially grow their customer bases.
Topics
Social Commerce
Social Media Ad Spending
United States
Table of Contents
Executive Summary
Key Points
Social Commerce Usage Is Plateauing
A Lack of Trust Is a Top Barrier for Social Commerce
Can More Trust Lead to More Buyers?
What Motivates Social Users To Make Purchases?
What Do These Findings Mean for Brands and Retailers?
Read Next
Sources
Media Gallery

Executive Summary

While social commerce sales continue to rise, a large share of social users in every generation still don’t make purchases on the platforms. Our exclusive primary research reveals why some users choose to make purchases on social media and why others refrain. We also draw conclusions on what, if anything, could convince nonbuyers to tap or click “buy.”

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What drives social buyers to make purchases, and what prevents nonbuyers from doing so?
  2. How do Gen Zers, millennials, Gen Xers, and baby boomers differ in their social commerce habits?
  3. What can social platforms and brands do to entice more social users to make purchases and grow their social commerce sales?

WHAT’S IN THIS REPORT? Our primary research on social commerce habits and preferences in the US, including breakouts by generation. We also give advice on how brands, retailers, and the social platforms can grow their social commerce businesses.

US Social Media Buyers, by Generation, June 2022 (% of respondents in each group)
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KEY STAT: Only 38% of US social users had made a purchase on social media in the 12 months preceding our June 2022 survey. Even among Gen Z and millennials, there was a roughly 50-50 split between buyers and nonbuyers.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Social Commerce Usage Is Plateauing
  4. A Lack of Trust Is a Top Barrier for Social Commerce
  1. Can More Trust Lead to More Buyers?
  2. What Motivates Social Users To Make Purchases?
  3. What Do These Findings Mean for Brands and Retailers?
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Social Media Buyers, by Generation, June 2022 (% of respondents in each group)Demographic Profile of US Social Media Buyers vs. Nonbuyers, June 2022 (% of respondents)
How Economic Indicators Are Influencing US Adults, May 2022 (% of respondents)US Social Commerce Buyers, 2019-2025 (millions, % change, and % of US social network users)
Social Media Platforms That US Social Media Users Have Used To Make a Purchase, June 2022 (% of respondents)Extremely Important Social Commerce Features According to US Social Media Users, June 2022 (% of respondents)
Social Media Platforms That Gen Z and Millennial Social Media Users Have Used To Make a Purchase, June 2022 (% of respondents)Reasons US Social Media Users Have Not Made a Purchase on Social Media, June 2022 (% of respondents )
Reasons US Social Media Users Have Not Made a Purchase on Social Media, by Generation, June 2022 (% of respondents)Digital Trust 2022 Rankings, by Pillar
Reasons US Social Media Buyers Made Their Most Recent Purchase on Social Media, June 2022 (% of respondents)Reasons US Gen Z Social Media Buyers Made Their Most Recent Social Media Purchase, June 2022 (% of respondents)
Reasons US Millennial Social Media Buyers Made Their Most Recent Social Media Purchase, June 2022 (% of respondents)Reasons US Gen X and Baby Boomer Social Media Buyers Made Their Most Recent Social Media Purchase, June 2022 (% of respondents)

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Download
Report
Crosstabs
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Key Points
Social Commerce Usage Is Plateauing
A Lack of Trust Is a Top Barrier for Social Commerce
Can More Trust Lead to More Buyers?
What Motivates Social Users To Make Purchases?
What Do These Findings Mean for Brands and Retailers?
Read Next
Sources
Media Gallery
About This Report
There’s still a large percentage of social media users who don’t buy via social. Understanding what makes current social buyers buy can help brands and platforms increase sales and potentially grow their customer bases.
Topics
Social Commerce
Social Media Ad Spending
United States
Table of Contents
Executive Summary
Key Points
Social Commerce Usage Is Plateauing
A Lack of Trust Is a Top Barrier for Social Commerce
Can More Trust Lead to More Buyers?
What Motivates Social Users To Make Purchases?
What Do These Findings Mean for Brands and Retailers?
Read Next
Sources
Media Gallery
Download PDF

authors

Jasmine Enberg

Contributors

Ona Koehler
Senior Director, Benchmarking
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Debra Aho Williamson
Principal Analyst