The number of American shoppers to buy through social commerce set to grow

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 19, 2022, 2:29 AM GMT+0

The Influencer Marketing Factory’s poll of over 1,000 Americans reveals that 76% purchased at least one product on social media in the 2021 holidays.

Brand accounts, influencers, content creators, and family and friends influence social commerce purchases the most. 82% of consumers found a product on social media and bought it directly through their phones.

Consumers (57%) have purchased through a live-stream, and 42% would rather check out products on a social network app than on a third-party website. On average, 40% of consumers prefer buying online, while 47% prefer shopping both in-store and online.

At least once a week, 29% of consumers buy from social commerce. By the end of 2021, 58% of consumers had used the Buy Now Pay Later service. US social commerce consumers are projected to increase to 96 million in 2022, as per eMarketer.

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