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Social commerce soars as 61% of 25- to 34-year-olds buy on social media

PUBLISH DATE: 13 July 2022

More than a third (39%) of US consumers said they have placed an order on social media and would do so again as a result of the COVID-19 outbreak. This increased consumer adoption of online shopping and social media shopping.

The opportunity for involvement is significant given that 90% of customers are aware of brand pages/accounts on social media, and only 10% say they avoid manufacturers’ social media pages.

“Social commerce is the next development of eCommerce and will profit from Americans’ strong use of online purchasing in recent years,” claimed Katie Hansen, retail and e-commerce Expert at Mintel. Similar to online shopping, it will take time for customers to feel comfortable making purchases through social media, and even longer for them to do so on any regular basis. Nevertheless, the category will benefit from population and rapid from younger consumers as they mature into adults and start earning more money. Despite this, social commerce will become an important component of their buying arsenal rather than replacing traditional eCommerce or in-store shopping.

Consumers still require a considerable bit of education and assurance on the procedure, as with any novel idea, as they worry that their data may not be protected and/or that they won’t ever receive the product they order. Brands will need to show consumers how using social media for buying is actually pretty similar to using a website or mobile app, and how social commerce can actually further ease the process.

It’s vital for brands to populate their social media accounts with a variety of content in order to demonstrate to customers that they care about them and offer a variety of products and services.

Most of the customers who are serious about social commerce (62 percent) are black (68 percent), Millennials (81 percent), and Gen Z (68 percent). Further, nearly two-thirds of Black Americans (29%) and Asian Americans (27%) find products on social media and, at the same time, make purchases online. The majority of White (24%) and Hispanic (21%) clients agree.

Persuading consumers to shop begins with a seamless, trustworthy experience. It is more likely that consumers will feel that a brand is for them if they see themselves depicted in their efforts. Social media posts should feature many people in order to build relationships with their audience.