The latest Sprout Social study highlights trends that will define social commerce and the channel’s massive potential in the near future.
More than two-thirds of consumers have already purchased directly from social media. Additionally, 98% of consumers plan to make at least one purchase directly from social platforms or influencer commerce this year. With consumers increasingly embracing this commerce channel, social shopping is about to become a $1.2 trillion channel by 2025.
Sprout Social’s survey of 1000 US consumers found digitally immersed Gen Z shoppers anticipate using visual-first social networks like TikTok, Instagram and Snapchat to make purchases in 2022. Older generations like Gen X and Baby Boomers plan to buy more from Facebook and Pinterest.
The study also found consumers are embracing immersive features like VR and AR for social shopping. But, brands should also keep in mind that friends remain influential in the consumer purchase decision and inclusivity matters to social shoppers. Sprout Social’s CMO Jamie Gilpin said, “Our survey findings make it clear—the opportunity has never been greater for brands to leverage the social storefront to create powerful, frictionless connections with customers.”
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