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EMARKETER

Consumer Approaches Toward Social Commerce

(Some) Younger Consumers Embrace a New Way of Shopping

Report by Max Willens  |  Aug 23, 2024
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Executive Summary
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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
Most social commerce purchases are inexpensive
What it means for brands
What it means for agencies
Media Gallery
About This Report
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.
Topics
Social Commerce
US
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
Most social commerce purchases are inexpensive
What it means for brands
What it means for agencies
Media Gallery

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?

Over 6 in 10 Social Shoppers Have Bought Something via Facebook in the Past 12 Months (% of US social shoppers*, March 2024)
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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.

Here’s what’s in the full report

4files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

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

Charts in This Report

Over 6 in 10 Social Shoppers Have Bought Something via Facebook in the Past 12 Months (% of US social shoppers*, March 2024)More Than 7 in 10 US Social Shoppers Have Seen Shopping-Related Short Videos on Social Media (% of US social shoppers*, March 2024)
Short Videos Are the Most Noticed and Most Influential Type of Social Commerce Content (% of US social shoppers*, March 2024)Nearly One-Quarter of Social Shoppers Are Only Transacting Off-Site (% of US social shoppers*, March 2024)
Under 10% of US TikTok Users Used the App Less Because of Its Increased Shopping Content (% of US TikTok users, 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)
Most Shoppers' Social Commerce Purchases Are Inexpensive (% of US social shoppers* who have made a purchase on each social platform, March 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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