Social commerce grows as consumers use social media for potential purchases

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 13, 2022, 2:59 AM UTC

Influencer Marketing Factory (IMF) surveyed 1,000 consumers aged between 16 to 54.

Over eight in 10 respondents found a product on social media and subsequently bought it directly through the app. Social commerce sales are expected to grow to $79.64 billion by 2025, as per eMarketer. 41% of consumers prefer researching purchases on social media instead of on a third-party website.

Moreover, 90% believe that influencer marketing is effective. Apparel at 22% was the most bought category from social media, followed by beauty products (15%), home products (11%), and food & beverages (10%).

Also, 97% of Gen Z use social media as their top source of shopping inspiration, while 38% of consumers aged over 45 prefer shopping online. Consumers (57%) bought a product during a live stream shopping event. In addition, consumers believe reviews are imperative.

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